It's been very interesting to watch this launch. I photographed the party (that's my flash in your video!) and initially I thought it would be a massive event. But when I was told it would be "intimate" I wondered if it was because of your sentiments here - too little too late; maybe there's not enough hype anymore? But a lot of the girls who approached Emily in store were young, and the brand speaks to a young customer because it's uncomplicated, so maybe she will hit that 100 year brand mark with all the future generations as they learn about makeup...
Omg of courseee it was you!! 🫶 but yes it’s interesting isn’t it, the demo is very young these days – I suppose the more accessible price point and TikTok’s gen Z beauty boom is driving that. I noticed it was mainly younger girls at the London store earlier this year too. The positive ‘makeup for fun’ messaging and minimalist beauty aesthetic definitely lends itself to teens just discovering makeup, so perhaps you’re onto something! I also think that that generation is far too young to care about the ITG days and some may not know Emily at all, which gives the brand a new opportunity to lead with products rather than the brand/founder story. Fascinating!
It's been very interesting to watch this launch. I photographed the party (that's my flash in your video!) and initially I thought it would be a massive event. But when I was told it would be "intimate" I wondered if it was because of your sentiments here - too little too late; maybe there's not enough hype anymore? But a lot of the girls who approached Emily in store were young, and the brand speaks to a young customer because it's uncomplicated, so maybe she will hit that 100 year brand mark with all the future generations as they learn about makeup...
Omg of courseee it was you!! 🫶 but yes it’s interesting isn’t it, the demo is very young these days – I suppose the more accessible price point and TikTok’s gen Z beauty boom is driving that. I noticed it was mainly younger girls at the London store earlier this year too. The positive ‘makeup for fun’ messaging and minimalist beauty aesthetic definitely lends itself to teens just discovering makeup, so perhaps you’re onto something! I also think that that generation is far too young to care about the ITG days and some may not know Emily at all, which gives the brand a new opportunity to lead with products rather than the brand/founder story. Fascinating!
Loved this, and my sentiments so far also. Too little too late? I will probably fill a cart anyway and let it expire like I did the first time 😆
Thank you!! I know, I’m already eyeing off the lip liners for my next MECCA haul 👀