Clothing Brands Have Crossed The Boundaries Of "Beauty Makeup".

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For example, Muji and other clothing brands, the accumulated brand advantage and channel advantage can help them to save much money in the field of make-up, make profit margins higher, and promote less difficult.

As early as the end of January this year, H&M announced the launch of the H&MBeauty beauty series through the 2014/2015 financial year report released by Hennes&MauritzAB.

Recently, this series of products has been officially exposed. The H&MBeauty autumn series containing 700 products, besides lipstick, nail polish, eyeliner, cosmetics and cosmetic tools, also includes hair care and body care products.

The price range of the products ranges from 2.99 US dollars to US $24.99, which is in line with H&M's "fast fashion" positioning.

The products are expected to be launched in September this year, and are sold in 900 stores and brand websites worldwide.

However, the first product will not involve Chinese stores and China's official online stores. This is not a strategic choice, but a complicated customs import procedure, and the company is stepping up the matter.

In April 17th, Muji (Shanghai) commercial limited also announced the upcoming launch of MUJI's make-up through its official WeChat.

Now, MUJI products have been sold on their official website.

According to the products released by the official website, MUJI products include more than 10 categories: eye shadow, concealer, lip liner, eyeliner, eyebrow pencil, eyebrow pencil, foundation milk, blush, loose powder, makeup powder, makeup milk, mascara, lip gloss and eyelash nourishing liquid. The cheapest wooden eye liner is priced at 25 yuan, and the most expensive dual-purpose eyebrow pencil is priced at 98 yuan.

And before that,

Skin care products and toiletries have been launched, involving cosmetics, cleansing oil, lotion, cream and other products. Pricing is also very popular.

Speculation has been made that H&M and Muji have made this move because of the fierce competition in the garment industry in recent years. A large number of brands are facing pressure to go inventory, and many brands have fallen in the competition.

The performance of these two brands in recent years is also not satisfactory. It is urgent to find another way to improve their performance.

Clothing cross border make-up is not uncommon, and the major luxury brands are successful precedents.

Make-up product line has become the "cash cow" of luxury brand, even more profitable than the main industry.

When PRADA tried to launch perfume business, the British media reported that the liquid composition of a bottle of perfume only accounts for 3% of its production cost, and its retail profit margin is as high as 95%.

According to industry sources, the profit margins of luxury cosmetics are generally as high as 80%.

Even the profit rate of ordinary cosmetics business is quite high. Under the premise of huge advertising fees, personnel costs and channel costs, it can still reach the level of 30%-50%.

Compared with other industries, this profit margin is really amazing.

And for H&M, Muji and other clothing brands, the accumulated brand advantage and channel advantage can help them greatly save costs and make profit margins even higher when they enter the make-up area, and the difficulty of promotion is even lower.

When I think about going shopping for H&M and Muji before, there are always several times when I feel that I can't buy or buy anything, so I have to pick a few socks, hair accessories or earrings and necklaces in front of the cashier's desk.

So, we are going to visit H&M, Muji and so on.

At the same time, pick up a few bottles of nail polish, pick a few blush, lip gloss and mascara to pay the bill, so it seems to be able to solve the "buy clothes" big problem.

So let's wait and see.