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"Beauty is the most dynamic category for Asos"

Translated by
Nicola Mira
today Apr 10, 2018
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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.

The make-up line launched by Asos six months ago - Asos

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.

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