H&M Beauty Crossover Beauty To Create New Ways To Enhance Performance

"H&M Beauty" has been launched in North America.

Brand "split leg" beauty field.

What do you think of the fast fashion brand "split leg" beauty field?

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.

H&M first launched a complete set of beauty products

In fact, this is not the first time H&M has launched beauty products.

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

However, according to the information released by H&M, due to the complicated customs import procedures, the mainland market is not in the list of the first selling products of the cosmetics series, and the Hongkong market is on the list. Therefore, Guangdong consumers can go to Hongkong's corresponding H&M store to buy the new beauty series.

Cross border beauty make-up in order to improve performance

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.

Forever21, a fast fashion brand from the United States, does not choose to do the actual skin care products or make-up, but as a peripheral tool for beauty and makeup, which is welcomed by consumers.

Topshop, the representative of "high street fashion" and the fast fashion brand of UK, launched its make-up series in 2010.

The trend is to launch a large number of bold and bold products, and low prices make the beauty loving people try the "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".

In view of the fast fashion brand "split leg" beauty field, the outsiders have the view that this is because in recent years, the competition in the clothing industry is becoming more and more intense.

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.

People in the industry pointed out that fast fashion brands are more abundant in category and competitiveness, and the profit margin of cosmetic business is quite high.

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

In addition, the fast fashion has the advantage of channel.

In the field of beauty, the advantage of this channel can be greatly saved, and higher profits should be rewarded.