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Massitige. It’s like a word Ali G would make up isn’t it?
But it’s becoming a deadly serious term in the cut throat world of the cosmetics industry where only the fittest survive. A mash of the terms mass market and prestige it describes a product that settles somewhere in the middle. It means mass market ranges are now producing a more expensive line to go with their normal ranges and prestige brands are producing a cheaper, but still chic, version of their products.
We lead more aspirational lives and we have more money. We know all about designer ranges but we don’t always want to shell out for them. But we like luxury and we know enough to tell if a product is of high quality of not.
So you don’t want to buy Creme de la Mer. But you don’t want to buy Constance Carrol either.
In response to this trend the huge cosmetics industry in the States started to develop new lines. At the mass market end they’re now offering higher class products. And at the prestige end of the market you can get cheaper versions of the luxe brands.
Target and Sephora really ran with this trend – and you can see Boots doing it over here. Their Botanics and Soap and Glory ranges in essence copy more expensive brands and make them affordable, but still of good quality. Off the top of my head I can name L’Oreal and their new Derma Genesis range doing the same thing
Have you noticed this happening?
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hehe, poor auld Constance Carroll, she was as good as many of us could get for a long time!!!
I was only thinking of Constance Carroll the other day, I can still remember the smell of it, I never sucumbed.
never heard of constance carroll. Masstige soudns like some kind of breast cancer therapy, thought iot was something to bo with OCtober being breast cancer awareness month when i saw title of post.
But now that I do know what it is, it is certainly comething that is happening. And I think it is particularly visible in supermarkets producing luxury ranges, inspired by orgnaics and farmers markets etc
Jen – Constance Carroll is the stuff you’d get in the punds shops – bleugh!
I thought masstige was some sort of elaborate beauty treatment, perhaps a massage technique. There’s nothing new under the sun, and the concept of ‘Masstige’ (if not that exact term for it) has been around for a while. Gap, Inc. has Banana Republic, Gap and Old Navy. Toyota has Lexus. And Chanel controls French drugstore brand Bourjois (which itself is considered a prestige brand in the outside of Europe).
Ive been using L’Oreal True Match foundation the past 3 weeks and have to say it has blown me away! Great for day wear, i now keep my double wear for the clubbing nights!
Apparently same formulas are used as Lancome…..ive used Lancome foundations before and no where near as good as this!