Sali Hughes on beauty: a buzzy new brand is aimed at women over 40
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TL;DR
- Sarah Creal, with over 30 years of experience in the beauty industry, identified a gap in the market for brands catering to women over 40.
- The new brand targets mature, busy women who appreciate luxury and have a need for products that address specific concerns like hooded eyelids and decreased product wear time.
- Key products mentioned include Eyes Up Creamy Kajal Longwear Liners, Moisture Source liquid moisturizer, and Face Flex Correct, all noted for their performance and longevity.
- The brand is positioned as expensive but effective, with its success prompting a wider industry trend towards focusing on middle-aged consumers.
- Other brands, like CoverGirl, are reportedly shifting their marketing strategies away from Gen Z and towards older demographics.