Premium makeup line brings splash of colour with UK launch

Despite the credit crunch and resulting retail gloom, the premium brand is said to have made a big impact on the first day of its launch, attracting large crowds to the store.

The in-store promotional weekend revolved around make-up lessons and demonstrations that led to strong sales of lip glosses, eyelashes, nail polish and eyeshadows, stated Massarella, the beauty company behind the new brand.

Massarella marketing director Kate Massarella says that the line's unique angle is its vast selection of colours, which ‘brings professional make-up products to the high street’.

Colour and long-lasting​

Designed by the company’s artistic director, Alex Box, the line has been designed to be ‘colour-intense, colour-true and long-leasting’ – characteristics that meet key consumer demands within this category.

“We’re positioning ourselves as a night-time makeup brand,”​ said Massarella who added that the line would initially be focusing on the domestic market before the focus is turned to international markets.

To mark its debut, the line has been launched with a limited edition kit, which the company says will also tie in with the up and coming festive season, when sales for such products increase significantly.

Kit to launch​

The kit includes lipstick, eyeliner cake and sealing gel, lipstick and a nail varnish, boxed in bespoke black package with a satin lining and jewel-encrusted lid that will retail for £65.

This premium launch comes at a time when the UK and other European markets have been hit hard by the credit crunch, which has seen consumers staying away from stores and cutting back on their spending, particularly on items considered to be luxury.

Many financial experts are predicting a tough time for traders during the all-important festive season, which has led some of the biggest personal care players, including L’Oreal and Procter & Gamble, to downgrade their expectations.