Bobbi Brown Cosmetics Is Launching a Second, More-Affordable Makeup Line
By Danielle Fontana , Assistant Editor |
When the time comes to purchase a lipstick that’s more than $30, it’s got to be good—like, desert-island-pick good. So for as long as we can remember, shelling out a little extra dough for Bobbi Brown lipsticks, which can ring up to $37 a pop, was acceptable, when done in moderation. But what if the brand’s top-notch formulas came with significantly lower price tags? Well, your collection is about to grow like a weed, as news from the brand reveals that Bobbi Brown will be launching a new lower-priced line of makeup.
The first new launch, Crushed Lip Color—the brand describes as a lipstick with the feel of a balm—retails at $29 and is just the beginning of more affordable lines from the brand. The Crushed Lip Color collection includes 20 brilliant hues ranging from a chocolate shade (Blackberry) and a must-have coral (Cabana). WWD reports that the line is about 17 percent cheaper than the average luxe lipsticks, and while it may still seem like a splurge, it’s almost $10 less than its Bobbi Brown counterparts. Even better, two more lines will roll out over the next year, priced at 15 to 20 percent below the Bobbi Brown products already available in-stores. The upcoming lines will include a "completion product" launching in January, plus another lip offering next fall.
If you’re wondering what spurred these new lines, you’re not alone. When asked the same question, Sandra Main, who took Bobbi Brown’s place last year after making the decision to leave her namesake brand, told WWD that this “Tier 0” pricing strategy was implemented in an effort to make the brand more accessible to millennials, as are the product collaborations already in the works. Taking a cue from BECCA Cosmetics, who debuts a new collaboration every few months, Main says she plans on teaming up with beauty influencers to create standout products. While the average age of Bobbi Brown die-hards hit at 38, the brand is hoping the launch will speak to younger women in their 20s and 30s. And with prices like these, we don’t see why the launch wouldn’t speak to women in all age groups.