Asos launches own-brand beauty label

Asos has seriously disrupted UK fashion retail in recent years and now it’s hoping to do the same with beauty. The British fashion e-tailer is set to launch its very first own-brand beauty collection, called Asos Make-Up.


Products from the Asos Make-Up collection - Asos


Available from the middle of this month, the fairly extensive collection will include 46 products, including liquid lipsticks, contouring palettes, shimmering eyeshadows and bronzers. Pricing is set at a budget level and will match Asos's overall price positioning: from £5/€6.99 for a lip pencil to £12/€16.99 for an eyeshadow palette.

The company's publicity material for the line said the launch is “about embracing and expressing the full range of who you are,” and helping “20-somethings to confidently be themselves, however they choose to do so.”

“We believe your face and body are a canvas, an adventure in individual self-expression, an opportunity to experiment and play,” it said.

It’s not the company’s first foray into beauty, of course. Asos currently stocks labels including Cowshed, Baxter of California, Korres and L'Oréal Men Expert.

But the new move comes after the company amalgamated its women’s beauty team and men’s grooming buying teams and decided to get really serious about beauty. The category had always been a strong performer but had also taken a black seat to the firm’s core fashion offer.

The gender-blending approach taken at buying team level will also be reflected on the site as the Asos Beauty section is renamed Asos Face + Body to coincide with the launch.

Asos, with its giant customer base, has a ready-made audience for its new offer, which comes packaged with its target Millennial customer in mind. Outer packaging is in popular pale pink decorated with an eye graphic for a whimsical touch.

Translated by Erin Floyd

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