Burberry Launches New Cosmetics Nationwide

Looking at the current British presence

So though Britain's new government has

"I think the way ahead is still challenging."

Burberry creative director Christopher Bailey (Christopher Bailey) is also optimistic about the new beauty products.

"We didn't start market research at the beginning.

The launch of beauty series is purely intuitive, and we feel the opportunities that the market has just failed to capture, "Bailey said.

"Every time we launch an advertising campaign, it's hard to find a natural cosmetic whether it's through a magazine cover or a fashion show."

Although Green and Bailey are optimistic about this, the beauty industry has recently had several famous fashion brands, who have failed in the British beauty industry.

In 1998, Versace (Versace) cosmetics landed in the British market, but it was suspended in 2009. The Prada (Prada) beauty products (a color makeup protection series) first landed in the British market in 2000, and closed in 2007; and two Kevin clay cosmetics (Calvin Klein Colour and CK Calvin Klein beauty) saw no signs of success, and quickly withdrew.

Imogen Matthews, a beauty market analyst, said: "fashion brands can often pition from clothing to perfume, but the pition to cosmetics is much more difficult." Lmogen Marcus said.

Those brands, such as MAC, which specialize in production and are generally recognized as beauty specialists are still the first choice for women.

However, according to Oman Dina Armani (Amandine Armani), general manager of Giorgio Armani Beauty, who entered the British market in 2000, "the current demand and interest of consumers gradually turn to the traditional fashion brands that introduce their own beauty products series." Armani

Armani beauty company has achieved the fastest growth: 32% between 2008 and 2009.

Another successful example is the cosmetics of Dolce &Gabbana (D&G), which authorized the Procter &Gamble in 2009 to launch in the UK market in 2009.

Luigi Feola, the global vice president of luxury brands at Procter & Gamble, is confident of the future: "we have won a great victory in Dujia" Banna perfume -- the turnover in 2005 has doubled three times, and consumer demand is strong, which requires us to provide more beauty products.

If we don't think there is such a strong demand in the cosmetics market, we will not do so.

Both Topshop and Burberry have decided to enter the cosmetics market, hoping to replicate the same success mode just like launching some clothes.

"Our fusion of many styles of clothing finally conquered consumers of different tastes," explains Green.

"When it comes to understanding the clothing market, we need to know who is our consumer group, so from this point of view, we need to ensure that our consumers are properly matched."

At Topshop, the master of cosmetics has been handed to 28 year old Liz Dawson (Lizzie Dawson), who designs underwear, swimwear and leisure blouse.

She divided the entire company into 97 core products and 15 popular trend products (all products ranging from 4 to 10 pounds); the outer packaging used was Banks style graffiti, gorgeous and dark tones.

Burberry's series includes 95 products and a brush (priced from 15 to 34 pounds, and the brush is priced at 39 pounds).

"I see them as an extension of fashion," Bailey said.

"Designing them is the same as designing clothes."

The outer packing is very dignified, and the suction buckle can remind people of the Burberry hook.

As Bailey said, this design is designed to "Idol style packaging so that you want to display everywhere."

This is a good idea, said Vivienne Ruud, senior analyst at Mint European cosmetology market (Vivienne Rudd).

"As Calvin Klein continues to put on its beauty products, its clothing and make-up products seem to have different styles," she pointed out.

"Topshop and Burberry are launching a large number of their products, but to keep consumers in constant favor, they must constantly innovate."