I love beauty products. Nail polish, lipsticks, eye shadows, hair treatments, face masks….the list goes on and on.
I used to enjoy wandering the aisles of Priceline or long visits to the beauty department in David Jones…but now these trips just seem to end in one big headache, and it’s not from trying on too many different perfumes.
When did there become so much choice? So many brands, so many colours, so many scents and so many promises that everything will make me beautiful? It is a consumer nightmare!
Over the years product line extension in the cosmetic industry seems to have grown and grown and GROWN.
If we take a look at two key players in the cosmetic industry we can see the evolution of this trend unfolding
“Maybe she’s born with it, maybe it’s MAYBELLINE”
The first ever mascara released by MAYBELLINE was the Cake Mascara which was sold exclusively by mail in 1917 and not offered in store until 1932.
A waterproof product, Ultra Lash Mascara, was later introduced in the early 1960’s and their most popular product to date, Great Lash Mascara was launched in 1971.
MAYBELLINE now offers over 40 different mascara formulas with a vast range of benefits including definition, curl, volume, length and plumping.
How’s a girl ever to decide?!! How many mascara options do we really need?!!
Not only have MAYBELLINE saturated their product line depth with their never ending mascara range, they have also extended their product line width over the years.
During the 1970s MAYBELLINE branched out into other cosmetic categories including face, lip and nail. Since then they have become an industry powerhouse and owned the number-one bestselling nail polish on the market, Express Finish Fast-Dry Nail Enamel. Whilst this product is no longer available, never fear, their latest offering, Color Show Nail Lacquer, comes in 48 shades for you to agonisingly decide over!
And MAYBELLINE is not alone in this crazy product line extension.
REVLON, one of their direct competitors, has also extended their product line depth and breadth over the years. Founded in 1932, REVLON also began with a single product, an advanced nail polish that came in colours other than red.
Their infamous Fire & Ice lipstick was released in the 1950s and their range has never stopped increasing. They now offer 11 different lipstick varieties, from Ultra HD to Colorstay Ultimate Suede, and their Super Lustrous Lipstick is available in a mere 82 different shades!
And just like MAYBELLINE and many other cosmetic companies, REVLON too have branched out into other beauty categories including eyes, face, beauty tools and hair colour. If you have a spare 100 hours to browse their entire range just click on the link below.
Combine MAYBELLINE and REVLON with their other competitors (such as L’OREAL, GARNIER, AUSTRALIAS and RIMMEL), throw in some high end brands such as CHANEL and MAC and add the budget conscious suppliers like MODELS PREFER and as consumers we are faced with 1000s of products that all claim to make us beautiful! Oh, and I forgot to mention retail stores such as THE BODY SHOP and LUSH!
As a consumer it is great to have choice but is too much choice worse than not enough!?