Thursday 23 June 2011

HD ready? I'll just be in make-up...



The lovely Kate Silverton

Last Saturday (18 June 2011) The Daily Telegraph reported that the BBC is currently 'seeking help with its image problem' in the form of a new team of dedicated make-up artists to help cope with the switch to HD.

The corporation has always had make-up artists but the pressures of high-definition television, 'with its tendency to highlight every imperfection', have pushed the brand to reassess its makeup resources in order to ensure presenters look consistently flawless.

High-def television is also putting pressure on make-up brands to develop products more suited to the technology. The U.S. brand Make-up Forever was one of the first off the mark when it launched its High Definition Complexions range back in 2008.

In June 2011, Makeup Forever are waving the HD-ready flag with a new campaign fronted by Leo's new girl - and soon-to-be SATC's new Carrie - actress Blake Lively.



The premise behind the campaign, which has already appeared in magazines in the UK, is that with Makeup Forever's HD range, there is no need for retouching. A bold claim. But with low brand awareness in the UK its unlikely Makeup Forever will storm the UK market. As with all beauty innovations I'm sure it won't be long before more established brands launch their own versions.

Products aside, ultimately its going to come down to the artists themselves and their ability to create a flawless but natural look (no mean feat, particularly at 4am).

Wednesday 22 June 2011

Miracle cream or social media phenomenon?


As if we needed another reason to  ♥  Waitrose...

A story caught my attention in the press.

The events actually happened a couple of years ago but I keep stumbling across references to it every now and then. It's worth mentioning because it serves to highlight three things:

1. the power of testimonial
2. social media has the ability to drive sales much faster than traditional forms of media
3. sometimes the most basic products can be transformed into beauty must-haves

It's a story about how, literally overnight, a white-label supermarket product sparked one of the biggest beauty discoveries since YSL's Touche Eclat (fortunately, not of the same pricey ilk).

The story goes like this...

One day, a mum uploads a comment on Mumsnet:

"I can't even remember what made me put it on my face one day but OMG - it is fab. I have been using it constantly for 2 weeks now and my skin now has the smoothest texture, which I don't think it's had since prepubescence. And it makes my foundation look super dewy and youthful too. It is SO much better than all the expensive face creams I have tried - including Creme de la Mer."


Wow. You can imagine the response. It's the kind of testimonial brands can only fantasise about. 


Shortly afterwards, other mums started to upload their own joyous anecdotes about the miracle butter, and unsurprisingly, Waitrose Baby Bottom Butter sold out within weeks. In fact, the demand for the miracle cream became so great that Waitrose was able to shift the equivalent of a 14 year supply in the
space of just 12 months (you do the maths).


Some of the press headlines included:
Supermarket stampede as women slap £2.49 baby 'bottom butter' on their faces (Daily Mail)


Let's face it, Baby Bottom Butter is better on your cheeks (The Guardian)


Perhaps the astonishing rise in sales of Waitrose Baby Bottom Butter can be attributed to the fact a consumer happened to compare it to one of the most premium face creams on the planet; Creme de la Mer. Dropping a brand name like that is surely going to cause a few eyes to widen. 


Whatever the reason, even after the dermatological effects of the butter were investigated and experts were openly skeptical about the supposed benefits, sales continued to rise. Perhaps because at £2.50, you can't really go wrong.