These beautiful makeup brand 'niche' but to be reckoned with

Author: every year, month, Jo Malone London prepares The annual limit series, Set limit to of this year The Bloomsbury Set, with London Bloombury area as inspiration, a big wind of literature and art. Known as the salon sweet Jo Malone was often referred to as a niche brand. The word 'niche' now has become a trend in many young consumers to chase. What brand is called niche? Art ( WeChat ID: pro) Collect, found that on the market is defined as 'niche' brand, and the main difference is the amount of popular brand in the target consumers, channels and promotion methods. Accurate positioning crowd is an obvious feature, referred to as 'niche' brand, price at the high end gear as a whole. , for example, Verso Skincare this relatively unpopular Swiss skin care brand, in the Feelunique Chinese online for: hydrating mask sell RMB, ml day cream sell RMB, ml facial essence sell RMB. Again, such as, founded in London in Emma Hardie, its star product Emma Hardie makeup cream for about RMB, ml of anti-aging eye cream sells for RMB. In addition, these are defined as 'niche' cosmetics brand, as a whole is designed to meet the needs of a small portion of the population development. From a taxi driver, for example, Christopher's flavourists broad sith, because thought that all passengers perfume is very bad, just set up 'I hate perfume' this brand. Now he custom perfume for customers, each a product have a own story behind it. This, not only meet the demand of the pursuit of personalized group, and the product itself contains some kind of spiritual pursuit, is far more important than the performance of the product. Illamasqua is called a. British tastes weird makeup brand, it considers spots, deliberately exaggerated false eyelashes, bizarre eye shadow and showerheads women are so cute. Sales channel narrow differentiation of target consumer groups, to a certain extent determines the 'niche' brand sales channels in narrow overall. On the channel, they show their own unique way may also be going 'road'. The Ginza Comsetics, is a subsidiary of shiseido's top skin care series, but even in Japan is also difficult to buy local, usually only The shiseido building in Tokyo, and several big airport in Japan. Buxom is makeup brand in the United States, is a specifically targeted at young MM launch of the brand, the main lip colour makeup, but doesn't even have a website in China, only sephora sole channel sales. Currently, sephora has multiple exclusive brand cooperation, brands from Europe, the United States, South Korea, Japan majority, some brand is foreign high-end SPA club and cooperation of high-end hotel brand. As a whole, these 'niche' brand little into the mall and makeup store in major channels, but through senior club, high-end SPA club or specified channel sale, perhaps, scarcity for brand added value. 'Reserve' to promote the 'niche' brand of 'routine' is a ring set of a ring, differentiation of consumers, decided the channels of a single, and match the channels of simplification, is 'reserved' marketing gimmick. CT is the well-known cosmetics division Charlotte Tilbury founded the same name brand, Charlotte took advantage of the resources, the product used for show the background, in order to attract attention, are popular with a large number of models and stars. Perfume brand was born in New York Le Labo, each perfume named after the main material, the name followed by the Numbers, stood for the perfume spices species number you need. In addition, Le Labo increase brand influence, is launching a taste of a particular city, on a regular basis and only sold in that city, such as Los Angeles floral and musky, New York, such as smoke taste. Use of ins, Facebook and other social media fire up beauty makeup bloggers, also with a batch of 'niche' brand fire. By brother and sister, for example, John and Laura Nelson ColourPop founded by American cosmetics brand, at present only eye shadow, lipstick and labial line pen products, Ins is the main channel of the brand marketing. Beauty makeup bloggers will pass probation, try the color chart, shows the effect after the trial. No overwhelming advertising, these niche brands are also through the way such as show model, beauty makeup blogger, in the case of seemingly casual, showed the product to the target consumers, it moistens everything silently type way of promotion, it is big. Editor: huang rui