Luxury brands like YSL and Dior are diversifying into affordable beauty products to attract consumers, while drugstore brands like e.l.f. are directly capitalizing on this trend with similar formulations that emphasize lower prices and effective performance.
MCoBeauty illustrates this strategy by launching campaigns that associate their products with celebrity culture, aiming to leverage social media influence to position their cosmetics as desirable alternatives to pricier brands.
E.l.f. Cosmetics highlights the significant price gap between its products and luxury alternatives through marketing strategies, like their Super Bowl ads, promoting their Halo Glow Liquid Filter at $14 compared to Charlotte Tilbury's $49.
According to Meridith Rojas, CMO of MCoBeauty, 'You have to be plugged into the social conversation,' which reflects how engagement in social trends can enhance brand visibility and consumer connection.
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