Fast Fashion Brand "Split Leg" Beauty Field "H&M Beauty" Dazzling Beauty Attack

At the beginning of this year, H&M, the world's second largest clothing retailer, announced that it would launch the first complete beauty series for the first time when it released its earnings report.

In September 17th, the "H&M Beauty" series of make-up officially landed on its North American official website.

In fact, the fast fashion brand is not only H&M for the positive exploration of the cosmetic industry. ONLY, a fast fashion brand familiar to domestic consumers, has launched its own make-up products.

For the fast fashion brand "split leg" beauty field, the outside view is that this is because in recent years, the competition in the clothing industry is becoming more and more intense, and the cross border beauty make-up is aimed at improving the performance in another way.

For the fast fashion brand "split leg" beauty field, the outside view is that this is because in recent years, the competition in the clothing industry is becoming more and more intense, and cross border beauty makeup is another way to improve the performance.

It is understood that last year, IgG announced the launch of cosmetics category, that is, the number of stores continued to decline, the performance of a downward trend.

It is an indisputable fact that the fast fashion industry is facing unprecedented pressure.

It is revealed that after deducting huge advertising costs, channels, personnel costs, cosmetics can still achieve 30%-50% profit margins.

In addition, for the fast fashion brand with the advantage of channel, entering the field of beauty makeup can greatly save cost by virtue of this channel advantage, and it should be able to harvest higher profit returns.

As early as 2009, H&M launched the HelloKitty series of lip gloss and other color make-up. Before the launch of the beauty series, H&M's official website can still see the make-up tools such as blush brush, eye shadow brush and so on.

But H&M really extends its "tentacles" to the field of beauty makeup, and it is the first time to launch its own brand of cosmetic products beyond cross-border cooperation.

According to the information published in H&M, the "H&M Beauty" autumn series includes cosmetics, cosmetic tools, such as lipstick, nail polish, eyeliner, and other products, including hair care and body care products. The price range of this product ranges from 2.99 US dollars to 24.99 US dollars, which is consistent with its "fashion, cost-effective" fast fashion positioning.

According to the H&M plan, following the landing of the North American official website, "

"Beauty" series of cosmetic products will be sold in more than 900 main stores and online outlets in 40 markets around the world. In October, H&M stores will also set up cosmetics opening counters specially for H&M stores.

However, according to the information released by H&M, China's mainland market is not on the list of the first cosmetic products sold on account of complicated customs import procedures.

It is listed on the list, so consumers in Guangdong can purchase the new beauty series in the nearest H&M store in Hongkong.

In fact, H&M is not the only fast fashion brand to the beauty industry.

The fast fashion brand ONLY, which is familiar to domestic consumers, has launched its own brand make-up products, but there are only a few limited series.

As a result of the many beauty make-up and fashion celebrities in the early days, "too high profile", the way of ONLY hunger marketing has aroused the resentment of consumers.

Of course, there are many successful cases.

From the United States

Forever21 did not choose to make skin care products or make-up products. Instead, it was a peripheral tool for cosmetics, which was welcomed by consumers.

Topshop, the representative of "high street fashion" and the fast fashion brand of UK, launched its make-up series in 2010. It is keeping up with the trend in product selection, launching a large number of bold and bold products, and making it cheaper for the beauty loving people to try "new meaning".

In terms of store display, Topshop intends to put its make-up products in the place where consumers wait in line to pay the bills, bringing more attention and purchasing power to cosmetics products.

The "Muji", which prefers lifestyle brands, has made a reputation for its cosmetic products.

Its skin care products and make-up tools products, which are consistent with the brand concept, are pure natural concepts. The product line is complete, functional design is intimate, there is no general skin care product fancy packaging, pure quality speak, attracted a large number of loyal fans.

In April this year, Muji officially launched the make-up series in the domestic market. The reporter saw more than 10 categories of lip gloss, blush and so on in its physical store. Taking eyebrow pencil as an example, the price is more than 25 yuan -98 yuan, slightly higher than the price of open shelf make-up, but it is also quite "close to the people".