Poundland launches budget cosmetics range

By Katie Nichol

- Last updated on GMT

Related tags Cosmetics

Poundland, Europe’s biggest single price discount retailer, is introducing a cosmetics range priced at £1 (€1.10) per item, which will be available in all stores from November.

The Chit Chat range, created in partnership with cosmetics company Badgequo, comprises of 15 make-up products including a lip plumper, tea-tree concealer and bronzing pearls.

Poundland is keen to stress that it is offering consumers a quality product at a reduced price. Kai Arter, managing director at Badgequo, explained to CosmeticsDesign that this was achieved through effective production and cost management strategies.

“Badgequo was able to produce Poundland’s range of quality cosmetics at a low cost due to effective supplier partnerships and economies of scale. Badgequo also used simple printing and packaging designs and techniques to further ensure costs were controlled.”

As cosmetics is an area in which consumers are keen to experiment with products, Poundland believes its range will open up this possibility for budget-conscious shoppers, something which is not easily achievable on the high-street.

“We believe at Poundland that we are perfectly placed to offer the ability to experiment but without the expense,” ​Andrea Rickard, trading controller at Poundland told CosmeticsDesign.

In recent months, the cosmetics and personal care industry has witnessed a growing tendency amongst consumers to opt for cheaper, private-label products as a result of the economic downturn.

Superdrug is another UK retailer which has taken advantage consumers who are increasingly shunning expensive brands for low-cost private-label products by recently launching their Essentials skincare range.

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