The latest beauty trend is one that your wallet will love as much as you do. It’s masstige. And it’s taking over your make-up bag. That’s right, gorgeous make-up in all the hottest shades and textures at less than you’d expect to pay. No wonder the masstige market is expanding in Australia like never before.
What is masstige?
A play on the words “mass” and “prestige”, masstige refers to brands and products that bridge the gap between cheap-as-chips products and true luxury. Because they combine quality innovations with affordability, they are a great way to experience many of the latest developments in cosmetic technology (say, mineral make-up or clump-free volumising mascara) without breaking the bank. If you’re thinking of spending between $15 and $40 on a single cosmetic or skincare item, you’re probably going to be shopping with a masstige brand. And best of all, they’re usually stocked in pharmacies and retail chains so you know you can find them from Brisbane to Broome, via Birdsville
Why is masstige so popular now?
The masstige market is booming in Australia. After years of saving to splurge at the top end on luxury imports and fossicking for deals in the metaphorical bargain basement, the middle market is better than ever. With so many of us watching the budget right now, masstige is good news for retailers and consumers alike.
Gorgeous Cosmetics owner David McConnell believes women want beauty products that don’t require maxing out a credit card to purchase yet they still want high performance and pretty packaging.
“The masstige market offers customers a range of products that are more than just functional – they are a luxury to have and to use and allow customers to feel as if they are indulging themselves,” he says. “Previously, luxury was something reserved for the elite but the masstige market has something to offer those of us who want to experience a little luxury everyday.”
Who is doing it?
Target has jumped on board in a partnership with The Estee Lauder Companies to create BeautyBank, a dedicated space for three reasonably priced cosmetics brands new to Australia. There’s American Beauty, FLIRT and Good Skin.
“The addition of BeautyBank cosmetic brands adds momentum to our ongoing efforts to meet shoppers’ needs by differentiated, stylish merchandise at affordable prices,” says Launa Inman, Target Australia Managing Director. “Our alliance with BeautyBank, will help make Target a destination for cosmetics and provide consumers with a breadth of offer in colour, skincare and fragrances beyond that of speciality stores.”
Priceline is another destination for masstige with skincare brands such as Joey New York and Dr. LeWinn’s delivering top results. And don’t forget your supermarket either with Toni&Guy doing a mass-market haircare line that doesn’t require a trip to the salon.
bh hearts masstige make-up
And it’s not all new brands you’ve never heard of… here are some of our fave classic brands.
Bourjois
Dating back to 1863, Bourjois has long been highly regarded for champagne quality at beer budget prices. Make-up mavens adore the dozens of pigment-rich Nouveaux Blush (Blush) and Pastel Lumiere (Round Box Eyeshadow), which come in tiny, round pots. Oh so chic.
L’Oreal Paris
It’s not just the cutting-edge technology and envy-inducing celebrity spokesmodels, L’Oreal Paris happens to do great make-up. Lip colours and mascaras are especially popular among those in the know. Telescopic Mascara which manages to thicken lashes at their base while lengthening the tips is a particular favourite of make-up artist Rae Morris. And she should know.
Revlon
It began with a nail lacquer in 1932 and Revlon is still known for its incredible Classic Nail Enamel. Who else do you turn to when you want killer red toes? BTW, keep your eyes peeled for the new Revlon Nail Care treatment range out in September. In the meantime, don’t miss other Revlon wonders such as its extensive mascara collection and not one but four blusher ranges. Impressive, no?
Max Factor
Since 1909 Max Factor has been pushing the envelope of make-up development. Mascaras and foundation are hugely popular and you know it, since you voted Age Renew Foundation Winner of Best New Foundation in the beautyheaven Glosscars 2008. With leading make-up artist Pat McGrath creating new catwalk-inspired looks each season, expect even more excitement from Max Factor. We like.
