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Insight Reports 8 minutes

Beauty Insights: Six Reasons Apparel Brands are Moving Into Beauty

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Coresight Research

Key Points

Apparel brands are launching beauty, personal care, health and wellness products as portfolio extensions to grow their customer base and increase revenue.

  • Beauty products can serve as a gateway to introduce shoppers to a luxury brand whose full portfolio customers may then explore. For example, Gucci launched a lipstick line under designer Alessandro Michele in May 2019, allowing consumers to first experience the brand in an accessible way.
  • Traditional brands are leveraging their influence and reputation to enter the beauty category through extension beauty products, as a strategy to increase revenue.
  • Beauty products help to obtain customer loyalty through repeat purchases, because consumers have to replenish skincare, lip color or personal care products more frequently than apparel.
  • Beauty and personal care products can help to increase apparel shoppers’ average order value.
  • Beauty products, particularly with fashionable or unique packaging or a top designer name behind them, are sought-after gifts and therefore present another selling opportunity for retailers.
  • By offering beauty products, retailers can reach can extended customer base through innovative marketing strategies on online media channels.

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