MA Masters Thesis: An investigation into why fashion brands enter the beauty market

INDUSTRY INTERVIEW
Gemma B 8:40
No, that's really cool. Well, I think we're really similar because that's what I would say as well. And then when I'm going to
my friends, I hate getting ready at someone else's house because I've got too many products I can't live without.
interviewee 8:50
Omg I completely agree, I hate skipping products out of my routine or bringing less with me
Oh, and eyebrows. Eyebrows really important.
Gemma B 8:56
Yes, you can't wear your eyebrows bare on a night out can you
interviewee 8:59
No, no.
Gemma B 9:00
And okay, so following on from that do you believe you have any kind of emotional attachment towards any specific
brands or products, like does anything smell bring a trigger, or bring back like a childhood memory or like lipstick you've
worn as a special occasion or anything like that
interviewee 9:19
I would say Nars is quite an important brands me and because it's the first sort of brand I started using as a makeup artist.
And it's a brand my sister used to use when I was younger, and she's 9 years older than me. So obviously, as like a child,
she was quite inspirational to me like a role model. And she's the reason really, I got into makeup, because she used to
always use it and then I would think Oh, wow, that's nice I want to try that. I want to use that and have like a makeup bag
like hers, I think NARS is also one of those brands. It was the first brand I spent a bit more money on. And so it was kind of
like a step up from you know, buying things in Boots, like collection, rimmel and that, which are great. But I just when I
looked at NARS I was like, Wow, that's really good quality. And it kind of got me excited about makeup. And, you know, I've
had training on NARS and I use it a lot and I sell it a lot and and I just have really good experiences with the band. So for me
that, yeah, it always stands out in my mind is like a really sort of sentimental sort of brand. And then there's this other
bands like bands I know my mum used like CLINQUE and things like that. And I think every time I see they're sort of
packaging, because it hasn't changed over the years, it's one of those brands that just keeps sort of the same look and
same packaging, so that obviously brings back memories as well. So yeah, I would probably say they do.
Gemma B 10:43
Okay, that's cool. I honestly remember I was the exact same so I used to have this Rimmel bronzer and I saved for the NARS
laguna and it will always be a sentimental product to me because everyone on youtube was raving about it and I just had
to have it
interviewee 11:03
yeah, when i was younger that was me! I used to watching people and inspire to have more nicer makeup products
yeah and also I like the benefit Hoola Bronzer I think for me that's quite sentimental because that was one of the first ones
I spent a bit money on and my mum said I could go and get so yeah, I will always love that
because before that I used like the bonjouirs chocolate bronzer, do you remember that?
Gemma B 11:25
Yes i do!
Commented [GB2(2]: Sentimentality. Two key brands:
NARS & Clinique
NARS being the first luxury cosmetic brand that she splurged
in when younger – having the desire to own high end
products and aspire to have makeup like her older sister –
her role model
Interesting that Clinique was presented as this is sentimental
with connotations to her mum, as this was a brand her mum
would frequently use and she would see growing up. Brands
reminding her of someone else.
Clinique’s branding and packaging hasn’t changed over the
years which resonates these emotions and sentimental
triggers more
Branding
Packaging
Emotions
Sentimental
Childhood
Luxury
Desire and aspirational purchase behaviour
Commented [GB2(3]: Growing up and desiring makeup,
watching influencers online. Benefit product mention as this
was one of the first luxury products she spent more money
on and her mum allowed me to own. Having the permission
from her mum to wear, and spend on makeup
interviewee 11:25
I loved it! I ended up having to throw it away haha because my mum was like it's too dark for you and I was only about 13
but I was so gutted, so when I was allowed to get the hola, I just fell in love.
So yeah, I think benefit again is quite an old school, fun, kind of brand. I don't really use it anymore but I have still always
got the hola bronzer in my kit. So yeah,
Gemma B 11:47
that's the same for me as well. For me I used to use the Urban Decay like with the whole palettes back in the day. I was so
sad when they discontinued their original so I will always keep hold of mine but it's so grotty it's shameful really.
Commented [GB2(4]: Benefit branding: described as an old
school, fun brand. interestingly doesn’t use it anymore but
will always have one if her makeup kit for clients.
interviewee 11:57
Yes! I loved that. It is really hard to throw away products I find.
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