Ange Gardien was founded by Singapore-based company SCGE International. The company marked the launch of the brand with a range of fine fragrances that were unveiled last October.
The company had always intended on expanding the brand to include more products centred around women’s beauty and lifestyle.
Claudia See, branding director of Ange Gardien told CosmeticsDesign-Asia that since the pandemic hit, the company’s entire business and brand strategy has shifted remarkably.
“When we introduced the fragrances, it was straightforward. It was about helping women express their personality, it was very emotional. We focused a lot on the story behind the brand and products.”
The pandemic forced the company to make huge changes in a very short period of time.
“It was quite impressive how fast the team was able to adapt and change in such a short span of time. We had to change our products in terms of claims and functionality in March, so we were really working hard with our suppliers to change everything to accommodate to this situation for around six to seven months,” said See.
Staying relevant to the times
One of the major shifts the brand had to take was creating products that would fit into the ‘COVID lifestyle’, such as frequent use of protective face masks.
“In terms of product development, we had to tweak them to stay relevant to the current situation. For instance, we couldn’t launch lipsticks with a glossy texture – such a sticky product is no longer relevant, or viable even anymore due to the mask-wearing. So, we launched transfer-resistant lip lacquers instead,” said See.
"make up" - Google News
December 01, 2020 at 09:11AM
https://ift.tt/2VnQqtP
Ange Gardien adapts make-up line to be more 'practical and relevant' during pandemic - CosmeticsDesign-Asia.com
"make up" - Google News
https://ift.tt/361OGde
Shoes Man Tutorial
Pos News Update
Meme Update
Korean Entertainment News
Japan News Update
Bagikan Berita Ini
0 Response to "Ange Gardien adapts make-up line to be more 'practical and relevant' during pandemic - CosmeticsDesign-Asia.com"
Post a Comment