Bobbi Brown hopes to capture millennial shoppers with lower-priced makeup launches

By

Emily Jensen

Published
Sep 7, 2017

Bobbi Brown hopes to attract a younger consumer with the introduction of a series of lower-priced products to the brand, starting with the launch of a more accessible lipstick.

 
The average age of the Bobbi Brown consumer is 38, but the brand is hoping to target older millennials in the 25-35 range with the rollout of a series of cheaper cosmetics. The 25-year-old brand kicks off its new strategy with the launch of its Crushed Lip Color, which is priced at $29 compared to the brand’s other lipsticks which retail for up to $37 each.
 
The Crushed Lip Color will be followed by a complexion product in January and another lip item in the fall. Each of the new products will be priced 15 to 20 percent below other items in the Bobbi Brown lineup.

The new strategy includes not only a new pricing tier, but also partnerships with social media stars. To promote the new lipstick line, the makeup brand invited 25 beauty influencers including Sazan Hendrix, Jacey Duprie, Makeup Shayla, and Yuri Kwon to a three-day event in New York City, and has hinted at collaborations with YouTube and Instagram stars in the future.
 
The line’s founder Bobbi Brown announced she would leave her namesake brand in late 2016. Sandra Main has since stepped into the role of global director of the brand, which is owned by Estée Lauder, and says that Bobbi Brown won’t lose its emphasis on natural makeup even as it changes its strategy and customer base.