British beauty brands invade U.S. market
The 60s may have had Beatlemania, but “beauty-mania” is now the rage, as British beauty brands gain a footing in the U. S. market. Whether in small beauty boutiques or in cosmetics superstores like Sephora, U.K. brands are increasingly the choice of consumers on our side of the pond.
U.S. consumers are attracted to well-established British names like Jo Malone, whose signature fragrance line, which incorporates clean citrus and woodsy smells suitable for men or women, first gained popularity in the pages of In Style magazine.
Still other venerated lines, like Taylor of Old Bond Street, which has been around since 1854, are capitalizing on newfound interest in the U.S. market. Newer beauty brands, like Rococo Nail Apparel, offer anything but staid British reserve, with intense hues and metallic sheens.
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Brand spokespeople cite the popularity of British television series “Downton Abbey” and the U.S. love affair with newlyweds William and Kate as reasons behind the interest in British cosmetics.
Associations with British celebrities, be they the royal couple or expatriate stars like Gwyneth Paltrow, help spread the popularity of brands at a time when it’s increasingly chic to be British. For example, Paltrow’s off the cuff endorsement of St. Tropez tanning products boosted the brand’s U.S. sales in Sephora stores by a whopping 70%.
As well, marketers say, there’s just a basic affinity between Britain and America, and U.S. beauty shoppers may feel more comfortable with British brands than they do with French or Swiss competitors.
Read more at The New York Times.