A French Odyssey: Make Up Trends From Bourjois
Photo Courtesy: Bourjois
The Bourjois story began way back in 1863 and ever since then, it has been synonymous with its French roots. The brand recently showcased its latest collection at the TFWA World Exhibition in Cannes. We caught up with Marie Hélène Prima Comas, Export Marketing Manager, Bourjois and Nicolas Levron, Area Sales Manager, Middle East, Bourjois, who gave us some insights into the brand as well as shared the latest global makeup trends.
The Brand Approach
Bourjois began in 1863 when the Wertheimer family, who owns Chanel, also bought Bourjois. At our company, we have a specific approach to developing products. Our colours are always in keeping with the colours that are big in fashion. Our core target is a younger audience in the age group of 18 to 25 years. As a brand, we have a strong presence in Europe, Africa, and the Middle East. Asia and South America are also strong markets.
Adapting to the Indian Market
We have tried adapting to the Indian market with an approach of focussing on colours and expertise. India is definitely a major priority for the brand. Global trends are becoming increasingly popular and consumers today are more open to the use of colour. The middle class is also growing. We are adapting to this dynamic market by shifting our launches from the eye category to the lip category. We are also trying to create more awareness about the brand among the discerning public.
Colour Trends in India for 2013
If you notice, during periods of crises, people try to compensate by using bright shades. This helps in boosting the spirit. Colour trends are therefore linked with the cycles of economy. In India, lip colours comprise about 40 to 45 per cent of the makeup market. Globally, it comprises about 25 per cent of the market. Owing to traditional reasons, (Indians have used kajal since ancient times), the eye segment is still developing. There is also a misconception that mascara will have an impact on the lashes. The choices of lip colour are usually brown, beige and purple. In the rest of the world, the use of these colours is limited, with red being the most popular choice.
- Apply blusher on areas where you tan easily.
- Apply concealer around the lips before wearing your lipstick, as this makes the lips look fuller.
- Dab foundation around the eyes before applying the rest of your eye makeup to make your eyes look brighter.