Introduction and Company Background
First of all, in the scope of this paper it is essential to refer to the background of the NARS Cosmetics - the business entity, which manufactures the cosmetics and the products for skin care. This business entity has been established by François Nars, who was photographer and make-up artist. The start up for this company was 12 lipsticks, which were offered to the customers at Barneys, New York. Since the beginning of the operational activity of this business entity, the set of multi-use beauty products has been developed. Fabien Baron has created the minimalist packaging and since 1996, such packaging is represented as an icon of modern style and design.
It is essential to put an emphasis on the fact that the provocative names are given to the product shades of NARS – for instance, “Deep Throat,” “Orgasm,” “Sex Machine,” “Striptease.” This company has developed the entire "Orgasm Collection", which has included lip gloss, blush, illuminators, multiples and nail polish. In addition, the products of this company are named as geographic locations – such as 'Kuala Lumpur', 'Iceland', 'Kalahari'.
Among the most popular products of NARS it is possible to consider rather bronzers, blushes, eye-shadow palettes and lipsticks
In the scope of this paper, three following products would be discussed in terms of their core advantages, innovativeness and usefulness of their components for a human body. The products to be discussed are the following Cinematic Lipsticks for Holiday 2013, NARSissist Eye shadow Palette, and Sheer Glow Foundation
Sheer Glow Foundation
It is a natural, glowing and radiant finish foundation, which has the buildable and sheer coverage, for reaching the evens skin tone immaculately. While taking into account the fact that this product is replete with the NARS Complexion Brightening Formula and skincare benefits, the skin is hydrated by it, becomes more luminous, smoother and softer.
In addition, both texture and brightness of the skin are improved by daily use of Sheer Glow Foundation. It is developed for dry and normal-to-dry types of the skin. It hydrates for smoother and softer skin because it contains the powerful anti-oxidants for protecting the skin from damaging by the free radicals. More than that, the skin's tone and radiance are improved by the turmeric extract, which is the component of the sheer glow foundation. Additional attention should be paid to the fact that this product is non-comedogenic, dermatologist tested and fragrance free.
While referring to the consumer testing results (Filipina makeup and beauty blog 1), it is essential to outline the following information: the skin tone has been evened out by 96% of respondents; 100% skin felt smooth and soft; 92% of respondents consider that skin looks more radiant and brighter; the Sheer Glow would be recommended to a friend by 96% of respondents.
The ingredients of this foundation are listed on the box, they are the following: Aqua (water) Pbutylene Glycol; Cyclopentasiloxane; Glycerin; Dimethicone; Dimethicone Crosspolymer Dimethiconea/Vinyl;; Polymethylsilsesquioxane; Triethyl- Hexanoin; PEG-10 Dimethicone; Sodium Dehydroacetate; Bis-Butyldimethicone Polyglyceryl-3; Sodium Glutamate Curcuma Longa; Sorbitan Sesquiisostearate;; Phenoxyethanol; Tocopherol Triethoxy- Caprylylsilane; Ascorbyl Glucoside; Polysilicone-2; Serralysin; Glucosyl Hesperidin; 1 -Methylhydantoin-2-Imide; Disteardimonium Hectorite. (Filipina makeup and beauty blog 1)
While, referring to the packaging, additional attention should be paid to the fact that it is a glass bottle, which is an indicator of the high quality cosmetic production. This product is offered in the volume of 1 fl oz or 30 ml. The bottle has an open mouth and may be equipped with a pump, but for additional payment.
The tones look natural the names of the tones are borrowed from geographic locations- for instance, Barcelona, Stromboli etc.
The conscience of this product is light liquid, and that is why it is easy to spread and blend this substance on the skin. The experts in makeup consider that it is more appropriate to use the fingers for blending the foundation. In some cases, that may cause the streaks on small creases – for instance, on the corner of the lids, but this concern may be fixed by additional blending. The Sheer Glow Foundation is considered by the experts as the fluid of not-too-thick consistency, which is easy to operate. This Foundation is light on the face, and it lasts on the face for several hours (until an individual sweats). One more advantage of the foundation is that it does not leave the uneven or faded spots
The Sheer Glow Foundation provides the medium coverage. Such factor assists in the cases when there is a hyperpigmentation or redness, but these issues are not covered completely by it, that is why there is a need of using a concealer. The finish looks as the satin– the foundation does not dry totally flat or matte and gives the skin a subtle glow. Additional advantage of this product is that there is neither shimmer nor glitter in its structure.
This product is the most suitable for a normal, dry or combination skin. In the case if the skin is oily or very oily, there is a high probability that the skin would look even shinier, that is why it is recommended by experts to do a test run before making a decision of purchasing this product.
Additional advantages of this product may be represented in the following manner: pretty classy packaging’ appearance; without scent; lightweight feel; consistency is easy to operate with; does not cause skin to itch and does not aggravate acne; makes the skin tone look natural because of the medium coverage; natural-looking; no shimmer or glitter; does not oxidize; long-lasting; locally available.
Among the core disadvantages of this product it is possible to outline the following: need to purchase the pump separately; the oily areas occur in the face after several hours of wear; expensive.
The lion share of the consumers, who use this foundation are satisfied with it. For instance it is natural, easy to blend, subtly glow finish, skin-like and makes just-right coverage.
The target audience for this product is represented by the ladies, who are looking for medium-coverage, natural-looking, relatively long-lasting liquid foundation, which is easy to operate with, and have a combined, normal or dry skin. The paying capacity of these ladies implies the option of spending extra for this product (the price is significantly higher in comparison to competitors).
NARS Cinematic Lipsticks for Holiday 2013.
The next product review, to be conducted in the scope of this paper is the NARS Cinematic Lipsticks for Holiday 2013. This collection includes five NARS Cinematic Lipsticks ($26 USD), and the new formula has been developed by NARS for this collection exclusively. The shades of this collection are the following: “goodbye Emmanuelle” -hot pink; “short circuit” - fire coral; “future red” - cherry red; “last tango” - dusty rose; full frontal - rose violet.
Even while taking into account the fact that the packaging of this lipstick looks identical to the original and classical lipstick, offered by NARS, there is a set of differences in its formula (as it has been stated above). These lipsticks have the full-coverage and beautiful color with a light-as-air feel, and these lipsticks are silky, hydrating, and glide on like butter. There is a glossy finish in each of these lipsticks, and the true-to-color is reached in such manner.
One more advantage of this product is that it wears for several hours and creates a comfortable feeling for the entire time of wearing.
The next issue to be discussed in the scope of the product analysis is a brief description of each particular color, offered by the line of NARS Cinematic Lipsticks for Holiday 2013.
- Short Circuit may be also referred as coral, but in reality, it comes off as more of an orange;
- Future Red is a cherry red, deep. This tone is considered to be timeless, classic and perfect for the season of holidays;
- Last Tango is mid-tone and warm nude, that would look attractive on medium to deep skin tones;
- Full Frontal has a beautiful violet tone;
- Goodbye Emmanuelle is “Barbie Pink”
One more issue should be taken into account by the lady, who wishes to use this lipstick and the future red tone in particular – there is a need of using it in combination with the lip liner (which is also offered by NARS) – in order to make the edges are precise and sharp. The core reason for such need is the fact that the formula of this lipstick is little too creamy for the sharp lines’ sculpting.
AVAILABILITY: Limited Edition.
PRICE: $26 USD / 0.1oz
SELECTION: collection offers 5 shades.
PACKAGING 87% (NACRo cosmetics official website 1).
NARSissist Eye shadow Palette
While reviewing the eye shadows, offered by NARS, it is essential to refer to the NARSissist Eye shadow Palette, it is essential to put an emphasis on the fact that this eye shadow costs $79.00 for 0.45 oz (15 x 0.03 oz). This palette includes fifteen eye shadows. These eye shadows are considered to be long wearing, highly pigmented and crease resistant. Their color glides on evenly, smoothly and blends effortlessly. One of the negative aspects of this palette is that there is a set of colors, which are used first, and the rest is left for waiting more, such trend is inherent to all eye shadows pallets, where the significant quantity of colors is presented. The major target audience for such multicolor palette is represented by the ladies, who like to experiment with makeup and to change the image in accordance with the event, clothing, season, etc. That is why the set of colors is rarely used, while others are considered to be favorite and the most suitable for the everyday use.
One more issue which needs additional attention is the fact that these shadows should be used with an eye shadow primer in the case of dry skin – because the trouble in terms of adhering may take its place. In the case if slightly oily lids, the powders stick should be used. It is essential to refer to the fact that the texture of the NARS eye shadows, which are offered in palettes, is a little firmer/harder in comparison to the corresponding singles/duos.
The durability of wear varies between 7-9 hours (depending on shade and skin type). It is essential to put an emphasis on the fact that all the shadows, represented in the palette of 15 colors, are available in single units, that is why in the case if the favorites one is finished, there is an option of purchasing it individually and adding to the collection of 15 (NACRo cosmetics official website 1).
After conducting the comparison analysis of the costs for shadows –single duos and palette, it is possible to see that in the case of purchasing palette, the option of getting more colors for less cost emerges: singles NARS eye shadow cost $24.00/0.07 oz; the duos costs $34.00/0.14 oz. and the cost for palette is $175.56/oz.
That is why, it is possible to make a claim that in the case if a lady likes more than six colors, represented in palette, it is more appropriate and less expensive to purchase the set of 15 shadows. This palette is available both in online stores and in department/specialty stores
UAE Cosmetic Market Analysis
The last issue to be discussed in the scope of this paper is promotion of the NARS production in UAE. As it has been stated above, the production of this company is considered to be an expensive one, but at the same time, the paying capacity of a population in UAE is also high because of the high rate of economic development in the country, caused by availability of natural resources in the region (Dayan and Kromidas 116).
Additional attention should be paid to the fact that the UAE is considered to be an attractive market for cosmetic companies in terms of their production introducing. This market is one of the largest beauty markets of the global scale and more than that, it is endorsed by affluent clientele. While referring to the fact of consumers’ demographic variety, which is spread within the country, the diverse market is available for this industry, in such manner, the companies are provided with the option of offering the set of different products across the varied spectrum of prices.
While taking into account the fact that there is a large clientele in the UAE in the luxury products market, here is still a strong market for value-for-money and regular product lines. Although there is a females’ domination on the cosmetics market, the significant quantity of spending s is issued by male part of a population.
Currently, the new drift is witnessed by a UAE cosmetics market towards the increasing demand for the certified cosmetics products, offered by NARS. While referring to the fact that there is an increase preference for NARS cosmetics products, the business strategy of this company in the local market is also needed because the product assortment is constantly changed and upgraded by the cosmetic companies operating in the UAE market in order to win the competition on the current business world.
In accordance with the current market research, conducted by Euromonitor International in partnership with Beautyworld Middle East, the largest international trade fair for the fragrances and cosmetics in the Middle East is located in United Arab Emirates (UAE) and Kingdom of Saudi Arabia (KSA)
The market of cosmetics in UAE is the largest one in the Middle East, and it comprises more than 50% of the total industry revenue in the region. The consumers in this region prefer purchasing the natural cosmetics as they become concerned about contents of synthetic chemicals in toiletries and cosmetics. That is why, the product penetration increases in beauty retailers, pharmacies and department stores (Czinkotaand Ronkainen 45).
A the same time, the high rates of growth are mainly caused by the market extension in the region from a small base to a global one, where the tourists from foreign countries prefer to make a purchase because of the product diversification, its high quality and availability of different modifications in terms of color, smell, texture, etc.
In accordance with the information, presented by the Euromonitor International, the continuous growth of the eye make-up, facial make-up, lip and nail care is expected. It is estimated that in the end of 2014, the 519.5 million United Arab Emirates dirham (AED) revenue rate would be achieved.
The two largest expected segments of the UAE cosmetic market are lip make-up products (lip gloss, lip liner and lipstick) and eye make-up products.
As it has been mentioned above, the wide demographic spread, which takes its place within the UAE, would forester the widespread demand for cosmetics and option for offering the products of different price categories – for different segments of population. Alongside with the strong demand for the product of luxury and high-end categories, there is a robust market for reasonably-priced and everyday product lines, these two core factors make the cosmetics market of UAE attractive for the suppliers and manufacturers of cosmetic industry of all kinds (Measured pr 1)
While the set of brands put their developmental focus on volume (Marc Jacobsn and Christian Dior and NARS), while other are focusing on the luxury-status publications (in accordance with the rate of their ad) - Givernchy.
In order to expand already existent market share of NARS in UAE, this bunions entity should develop innovative products and offer them in this market. The core other requirements for staying competitive are the high quality of production and the maximal contents of organic components in it.
Czinkota, M. and Ronkainen, I. International Marketing. Cengage Learning, 2006. Print
Dayan,N. and Kromidas, L. Formulating, Packaging, and Marketing of Natural Cosmetic Products. John Wiley & Sons, 2011. Print
Filipina makeup and beauty blog. Nars Sheer Glow Foundation in Barcelona Swatch and Review. 2012. < http://ph.makeupandbeauty.com/nars-sheer-glow-foundation-in-barcelona-swatch-and-review/>
Measured pr official web site. Cosmetics market is noisy. 2012 <http://www.measuredpr.com/2012/05/29/cosmetics-market-is-noisy/ >
NACRo cosmetics official web site 2014 <http://www.narscosmetics.com//>