Beauty.com recently announced that it has partnered with fashion designer Zero + Mario Cornejo Designs for their latest installment of prestige gift with purchase cosmetic and fashion travel sets. The Beauty.com collaboration with fashion designers is relatively new in the last year or so and one that has proven to be a success through partnerships with designers such as Lela Rose, Shoshanna and Rachel Roy. While speaking at Cosmoprof North America this year, I had the opportunity to sit in on the WWD panel in which Kathleen McNeil of Beauty.com discussed how this has really been a beneficial co-branding relationship across the board.
With beauty and fashion going hand in hand, the fashion designer meets prestige beauty brand model, and one that creates urgency in it's "limited edition" format, has quickly grabbed the attention of two core markets of women. For we all know that in this economy everyone loves value and the gift with purchase strategy has been a relatively profitable one in the beauty industry. In fact, Pierce Mattie forecasted value-driven add-ons, such as gift with purchase, would increase this year in light of the recession and be a consistent consumer trend.
Beauty.com's marketing strategy will continue to be a success most certainly because they have not only drawn in beauty and fashion enthusiasts all in one shot, but because they have also captured the "bargain hunter" in all of us.
