The newest endeavor from serial entrepreneur Marcia Kilgore is Beauty Pie, an online retailer selling premium-quality cosmetics at factory direct prices. Marcia Kilgore is the marketing guru behind exclusive beauty brands such as Bliss Spa, Fit Flop, and Soap & Glory.
Launched in the U.K. on December 8th and the US on December 22nd, Beauty Pie delivers a fresh twist on the membership model with its positioning as a buyer’s club for luxury beauty buyers looking for a better value. When customers sign up for Beauty Pie, they’re able to buy the Beauty Pie private brand that the company said are formulated by the same suppliers as well-known luxury beauty brands. The trade-off is that Beauty Pie eliminates many of the extras typically associated with luxe beauty: marketing, high-end packaging and the lure of a prestige name. Does this strategy sound familiar to private brand developers? It is similar to the direct to consumer membership model of the very successful Dollar Shave Club – but even better, with endless possibilities of beauty products.
To buy products at cost and for a minimum of a three month trial period, U.S. beauty mavens will pay $10 per month. They can then buy lipsticks for $2.40, mascara for $2.06, lip liner for $1.56 and foundation for $5.09. Non-members are welcome to buy product too, but they will pay non-member prices, such as lipstick for $25, mascara for $24, lip liner for $19 and foundation for $44. The curated collection provides easy choices at great value. The formula pays out if the beauty consumer is buying multiple products. While this may seem like a lot of product – the average woman in the USA has 17 bottles of nail polish in their drawer and similar numbers of lip products. The color cosmetics category is having a moment, with record sales in all classes of trade. The coveted 20 and 30-something age target is the prime customer for this brand.
Beauty Pie assures it doesn’t tweak formulas to fit their lower price points. As explained on its website, “we pull together the collective buying power of thousands of discerning beauty junkies, giving a virtual backstage pass into the world’s leading luxury cosmetics manufacturers.”
Also fresh and very smart, each product includes a ‘cost transparency outline’, so that customers can see exactly how much money has been spent on formulation, ingredients and packaging. In doing so, Beauty Pie is hoping to educate customers on the markups that they pay for when buying luxury brands. Luxury beauty brands have been notorious for excessive packaging – even in a time of more sustainability concerns by consumers.
According to the site, Beauty Pie plans to add skin care, makeup brushes and beauty tools to its list of offerings in the future. The launch is supported with social media and traditional PR in both countries. www.beautypie.com