"Beauty is the most dynamic category for Asos"

By

Sarah Ahssen

Translated by
Nicola Mira

Published
Apr 10, 2018

In September 2017, the British pure player extended its range by launching Asos Design Makeup, its first own-brand make-up collection. Asos has been featuring cosmetics since 2005, and in September it took the opportunity to rechristen its beauty range - formerly Asos Beauty - as Asos Face + Body, striving to attract a larger clientèle by characterising the range on offer as unisex. The strategy seems to be working, as Asos’s Senior Beauty Buyer Katrina Fulluck told FashionNetwork.com.

FashionNetwork.com: What share of sales does beauty account for at Asos? And how has the share evolved over time? 

Katrina Fulluck: We cannot disclose the sales share of the Face + Body or fashion categories, but we can say that we are witnessing a significant increase in the number of consumers who visit Asos for fashion and then migrate to Face + Body and buy products. The beauty category is generating three-digit growth. The launch of a significant number of brands in Face + Body contributed to this exponential increase, and our like-for-like business continues to post double-digit growth, meaning that Face + Body is the most dynamic category for Asos!

FNW: You say that Asos's beauty range has extended, how many brands do you feature today, and which are the new ones? 

KF: We now have 150 brand available on Asos. com. We introduce new brands and new products each week. In March we launched M.A.C Cosmetics, which was a spectacular success. But we have also launched the new range by David Beckham, House 99, Sleek and Mane & Tail, and new products by Nars, Lime Crime and Pixi.

FNW: Both brick-and-mortar retailers and pure players highlight their exclusives to attract customers, are there any brands unique to Asos Face + Body? 

KF: Our own make-up line, Asos Design Makeup, is wholly exclusive. It consists of 46 items, from lip products to contouring palettes, eye-shadows and bronzers. A series of innovative new products will be launched in 2019. We also have other exclusive brands which regularly rotate. This month for example, we feature HAX, a beauty kit range for creating highly Instagrammable looks.