I have chosen to change my brand from Vichy to NARS, this is because NARS is a well known brand with more background information that is easily accessible to research.
Heritage:
NARS was created in 1994 by Francois Nars who launched a collection of 12 Lipsticks. NARS is now owned by the Japanese beauty brand Shiseido leaving Francois Nars as the founder and creative director of NARS. Francois Nars was born in France and studied Make-up in Paris later moving to New York to work under the assistance of professional Make-up artists. In 1994, Nars created NARS, launching a collection of 12 lipsticks to fulfil the bold colour void in the make-up market. The lipsticks he created gave many make-up artists the colours they wished were available which catapulted NARS into a high end sought after brand. The lipsticks also helped artists explore the depths of colour allowing people to create their own sunshine. In 2014, NARS released The Audacious Lipstick collection to mark the 20 years anniversary of the brands beginning. At the beginning of the brands journey, Francois Nars shot the advertising campaign himself and has since become the in-house photographer for the brand creating many of the ads seen today.
High End or High Street?:
NARS can definitely be categorised as a high end beauty brand. But what makes a brand high end? The celebrity following? The designers using the products on their catwalk shows? Or the pricing and quality of the brand itself? I think all the above contribute to the brands success. Word of mouth and a huge celebrity following catapult the make-up into a sought after brand. When featured in magazines and on TV the brand becomes desirable, with customers buying the product out of interest and then recommending to others. This way the brand builds and becomes high end. Certain designers like Marc Jacobs have used NARS products on the runway to help promote their clothing, which in turn promotes NARS. Furthermore, the place in which NARS is sold also tells if the brand is high end or high street. For example, you wouldn't find NARS being sold in Boots or Superdrug but in stores like John Lewis or Sephora. These stores show the kind of clientele that NARS are seeking. The high end woman who takes care in her appearance and enjoys the make-up brands of quality over expense. The expense of the brand itself makes it high end, with lipsticks selling at £24.00 compared to M.A.C selling at £15.50 - £20.00. This places NARS into the high end category as it appears as though you are paying for a quality product.
Hero Product:
NARS 'go to' product is Blush in 'Orgasm', said to give you a flawless complexion and healthy glow. Due to the popularity of the product, NARS has since created a whole line based around the cult colour. NARS now sells the shade 'Orgasm' in lipgloss, lipstick and a multiple stick. And what is a 'go to' product without awards? 'Orgasm' has won multiple awards from top beauty reviewers and has been used on catwalks around the globe, catapulting the peachy pink shade into global success. Due to the success of the colour, NARS produced a darker version of 'Orgasm' called, 'Super Orgasm' - equally successful as each other. In store the words 'Cult Favourite' are found beside the testers for 'Orgasm'
"Best Blush for Fair Skin & Fair to Medium Skin” 2013 InStyle "Best Beauty Buys”
"Best Blush for Fair Skin & Fair to Medium Skin” 2013 InStyle "Best Beauty Buys”
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| narscosmetics.co.uk |
