The fashion industry is one that is characterised by glitz, glamour, and everything in between. It is one that sets the pace for trends and generally determines how many of us define beauty.
Apart from the clothes and accessories that come to mind when we think of fashion, other aspects make fashion what it is today, and one of them is makeup. For most women, makeup is what completes their dressing and makes the entire ensemble come alive, attracting the attention of many admirers.
“Makeup is an accessory to fashion. You buy a bag, you buy shoes, you put on eyeliner, you buy a lipstick, makeup compliments the clothes.” – François Nars, Founder, Nars Cosmetics.
The Importance of Makeup For Fashion Brands
It Backs Up The Right Theme at Fashion Shows
At fashion shows, designers get to show off their latest collections and tell stories about their brand and the inspiration behind the collection but none of this can be accomplished without the right look on the models used.
Imagine a fashion collection that tells stories of an independent and sophisticated modern-day woman but on seeing the models that showcase this collection, their faces are made up like school children. It doesn’t match the theme, right? The makeup has to match the clothing.
Makeup artists, who are behind-the-scenes wit many others, work to bring a designer’s idea to life. They have to create and follow a certain concept and make sure they leave the audience in awe.
It Makes Fashion Brands More Attractive to Customers
I have never seen a fashion brand advertise its fashion products using women that look drab and dull like they have just gotten out of bed, have you? Makeup is used by many fashion brands on the faces of models when showcasing their fashion items because it makes the items look more attractive to customers.
While the central point of a brand’s marketing and advertising campaigns are the clothing and accessories, the look will not be complete without the right makeup to go with it.
It Keeps Sales Within the Fashion Brand
Many fashion brands have ventured into the manufacture and sale of makeup and cosmetics which is not a surprise. For luxury and high-end fashion brands, selling makeup is a way to keep sales within the fashion brand.
Many customers who cannot afford items of clothing from such fashion brands opt to purchase their makeup items which in turn keeps sales within that brand.
It helps Build Brand Awareness and Customer Loyalty
Fashion brands that launch makeup lines use it as a means of building brand awareness and increasing customer loyalty also. Here’s how it works;
Beauty products are quite popular and so fashion brands want to leverage this to make customers see them as an option when they have makeup needs. This leads to more brand awareness because when customers start to buy makeup items from a particular brand they get to know more about the other items the brand sells.
When a customer who cannot afford luxury fashion items from a particular fashion brand starts by purchasing their makeup items, if their experience with that brand is good they will keep coming back year in year out. When they finally can afford more expensive items, they will most likely stick with that brand to purchase their luxury clothing items. This is called customer loyalty.
The Influence of Makeup On The Fashion Industry
It Influences Trends
As opposed to what many people think, trends are often influenced by makeup and not the other way round. When a particular makeup combination becomes mainstream, many fashionistas will begin to rock it on social media, and this will in turn inform a new trend.
When that makeup style becomes trendy, customers will surely want to purchase outfits that complement the look and this will determine the types of outfits they purchase. From there, trends in the fashion industry are birthed.
It Provides a Great Source of Revenue for the Industry
With the increased interest in makeup and beauty products that fashion consumers are showing, the beauty market is pulling in major revenue for the fashion industry. The beauty industry is said to be worth $532 billion.
With fashion brands going more and more into the beauty industry, it hikes the overall revenue of the fashion industry.
It Has Changed the Face of Fashion in the Industry
With the new and innovative ways makeup artists have been coming up with new looks using feathers, crystals, and so on, the face of fashion has been changed dramatically. With this new face comes a heightened interest by fashion lovers in the fashion industry which is quite good for the industry.
Makeup is an integral part of fashion and one cannot be separated from the other since they work hand-in-hand with each other.