New Beauty Store Makeup Camp Adds Strength to Brand-GLOSSIP

Recently, in the makeup category camp of the new beauty collection stores HAYDON (black hole) and WOW COLOUR, there is another strong makeup brand with a background, and the brand officially announced in July that it will quickly go out of the circle after the sale. It is unique by virtue of its fashionable Italian Milan genes and high-definition show makeup positioning, from the Italian fire to China’s Milan light luxury makeup brand GLOSSIP.

The show-level makeup brand GLOSSIP was born in 2012 in Milan, the world’s fashion and design capital. She has sponsored Milan Fashion Week twice in 2016/2017, and has become the designated makeup for well-known high-end clothing brands such as Mario Dice and Ettore Bilotta. After being acquired by the Chinese color cosmetics leader Cazilan Group, it established a local brand management company GRUPPO GLOSSIP and a Milan laboratory in Italy. After more than four years, the products were re-incubated. With fashion as the keynote and high-definition as the standard, the concept of T-stage makeup was adopted. integrated into the product.

GLOSSIP takes “quality creation” as the quality requirement, and adjusts and improves according to the needs and characteristics of Chinese women, and finally creates high-end show-level makeup products to meet the advanced needs of Chinese female consumers for makeup. The new GLOSSIP finally blooms in its “China T-Taiwan”. This brand is also an important step for Kazlan Group to implement a multi-brand strategy and move towards internationalization and sustainable development. This time, the brand has entered the black hole and WOW COLOUR new beauty collection store channel with the positioning of couture makeup, which is the beginning of the successful layout of the multi-brand strategy of the Cazlan Group.

In recent years, the competition in China’s makeup market has been in full swing. Compared with many international makeup brands and local makeup brands, why did GLOSSIP come out of the circle? Why did it win the favor of a group of new beauty collection stores? In the fiercely competitive makeup market, how will GLOSSIP occupy a place in the makeup arena? 

01: GLOSSIP brings show-level makeup to Chinese consumers

GLOSSIP was born in Milan, Italy, the world’s fashion and art capital in 2012, and belongs to the Italian national-level cosmeceutical group BOTTEGA VERDE COSMETIC GROUP.

GLOSSIP was founded in Milan, and its name means the heart of Milan, the fashion center. “GLOSSIP, a kiss from Milan”, as can be seen from the brand’s slogan, GLOSSIP demonstrates the boldness and enthusiasm of Milanese fashion, and interprets GLOSSIP’s innate fashionable Milanese genes.

Born and raised in Milan, GLOSSIP has sponsored Milan Fashion Week several times and has become the designated makeup of MarioDice and EttoreBilotta. 

Following the fashion genes of Italy and taking fashion as the keynote, GLOSSIP integrates the concept of runway makeup into its products. Therefore, “originating from Milan” and “show couture” have become the core imprint of the brand. This is also the “brand symbol” that distinguishes GLOSSIP from many new domestic and European and American makeup brands. 

It is reported that in June this year, the GLOSSIP brand officially signed a contract with Michele Burke, known as “one of the most versatile makeup artists in the global makeup industry today”, and Michele Burke became the GLOSSIP color master. As a two-time Academy Award winner for Best Makeup, Michele Burke has unique insights into the combination and use of color. Whether it is the brand concept that encourages women to be bold and confident, or the constant pursuit of product positioning and fashion taste, GLOSSIP coincides with Michele Burke, who is committed to creating exquisite makeup for GLOSSIP. In the future, GLOSSIP will join hands with Michele Burke to explore the infinite possibilities of makeup colors. 

This time, GLOSSIP will bring her fashion genes and color charm to bring show-level makeup from Milan to Chinese consumers.

02: Benchmarking international make-up industry standards to create high-quality make-up 

From Italy to China, from R&D to production, every GLOSSIP product pursues high Italian quality.“A good product is a good character”, Tang Xilong, chairman and president of Kazilan Group, has the most stringent requirements for products in the GLOSSIP brand. 

GLOSSIP always benchmarks against the international color cosmetics industry standards, and adopts the cooperation mode of importing foreign finished products and domestic OEMs. Its products are professionally developed by the Milan laboratory, and OEMs ranked in the top 3 in Italy are selected as in-depth partners to ensure “international standards + domestic standards”double check.

In the selection of raw materials, GLOSSIP also adheres to strict standards. The ingredients and raw materials are benchmarked against international first-line brands, and rare materials such as precious sapphire powder and white truffle are selected from all over the world. Consumers present show-level exquisite makeup. 

After rigorous production research and development, GLOSSIP insists on using the experience first and implements the last elimination system. It is reported that GLOSSIP has deeply considered the skin quality of Asian women, and the products were tested by the authoritative testing agency CTI China Testing, which lasted nearly 150 days and conducted nearly a thousand product researches and tests. Finally, through the detection, analysis and output of data reports by authoritative experts, the star products of GLOSSIP are launched after synthesizing the data of various dimensions. 

The concept inspiration of GLOSSIP star products also comes from the Milan fashion runway. For example, the runway lipstick (product name: Zhi Ai Lu Dumb Lipstick) uses international supermodels as inspiration muse, and selects the same style by retracing the historical scenes of many world supermodels. The colors are named after the personality and attitude of the supermodel, so that many legendary colors will continue to be fashionable and classic in 2022, and interpret the new lip color.

The concept of another star single product, the light-seeking liquid foundation, is inspired by the professional-grade makeup made in the backstage, and its unique radiant ingredients can create a transparent and radiant makeup.

At the same time, high-definition lip glaze (Fuyu velvet lip glaze), color isolation (zhencai color isolation cream), filter makeup pre-gel (soft focus filter makeup pre-gel), secret disc (secret phantom four-color eye shadow) ) and other products are also very distinctive personality. 

GLOSSIP brand manager Huang Jinwen said that the brand will listen to consumers’ feedback and needs after the sale, and optimize and upgrade the formula according to consumer feedback, hoping to better match the needs and expectations of Chinese consumers for exquisite makeup. 

The GLOSSIP brand, which is high-quality in Italy, made in China and has absolute product strength, has not only won the love of consumers, but also a popular brand in many high-potential and high-growth channels.

03：Settled in a new type of beauty collection store, two-way empowerment against the terminal 

In recent years, a new type of beauty collection store channel, which combines multiple advantages such as appearance, service, scene, and goods, is undoubtedly one of the most popular physical channels for young consumers today, and it is also a high-level focus of many beauty brands. one of the growth channels. According to iResearch’s survey data, nearly 70% of consumers choose to buy makeup products offline, mainly because they want to try them on site. In terms of categories, more than 90% of consumers are willing to buy makeup products offline.

From the perspective of product structure, the survey shows that the proportion of makeup in new beauty collection stores is generally more than 30%, and the proportion of makeup in some new beauty collection stores has reached 60%-70%. When it comes to the selection of makeup brands, new-type beauty collection stores are also more inclined to choose niche brands with international backgrounds and strong localized operation capabilities.

GLOSSIP is the first to enter the new beauty collection store. From the perspective of the brand’s international background and characteristics, it also coincides with the product selection strategy of the new beauty collection store.

Different from many make-up brands, GLOSSIP has a separate make-up experience area as soon as it settles in the Black Hole Trendy Store. GLOSSIP strives to provide consumers with exclusive and professional make-up services. In the black hole fashion store, GLOSSIP is the only new brand that exclusively enjoys this “treatment”. 

This “special treatment” is undoubtedly a comprehensive reflection of GLOSSIP’s international background, brand power, product power and brand value. During the first release, the GLOSSIP makeup customization experience area was full of makeup and makeup, which attracted many KOL beauty bloggers and consumers to visit the store to check in. 

Of course, GLOSSIP, which enjoys special treatment, is different from all the “traffic products” in new beauty collection stores, in addition to its own fashion genes, high-quality products, and the characteristics of show makeup. GLOSSIP, as a non-traffic high-quality brand, It also helps to enhance consumers’ sense of make-up experience and enhance the professionalism of store make-up sales.

It is reported that GLOSSIP has a total of 130+ SKUs of products in the whole line, not only products with suitable price range to meet the selection needs of the black hole of new stores targeting high-end positioning, but also suitable for consumers who have high-quality requirements for color cosmetics in trendy channels such as WOWCOLOUR. 

For the black hole fashion collection store, the representative of high-end beauty retail, its customer base has a higher-level aesthetic cognition and pays more attention to quality life. This is in line with the tonality of the light luxury makeup GLOSSIP itself. The presence can not only strengthen the positioning and impression of high-end beauty retail brands in the channel, but also help the store to introduce a large number of high-quality target customers. 

As a mid-to-high-priced haute couture brand, GLOSSIP also fills the gap in the high-priced + niche brand segment of channels such as WOWCOLOUR.It is reported that in the future, GLOSSIP will also gradually deploy the department store channel and other channels that fit the brand’s tonality. 

With its own fashion genes, the help of the all-round makeup artist Michele Burke, and the channel layout of the new beauty collection store, GLOSSIP, which was born and landed in the Chinese market with the “golden key”, will surely set off a “high-definition show” makeup trend in the Chinese makeup market. , injecting a booster into the Chinese color cosmetics market.