Mass and masstige brands have benefited worldwide during the Covid-19 pandemic as more consumers trimmed their beauty budgets and adopted a minimalist approach to skincare and makeup.

Brands such as The Ordinary, CeraVe, L’Oréal Paris and Paula’s Choice have gained considerable traction, particularly among young women in their teens and 20s, many of whom are in further education or are still financially dependent on their parents.

YSL Beauty, owned by L’Oréal, is targeting Gen Z consumers with a new, more reasonably-priced diffusion collection called Nu. The range is a first for the prestige player in terms of pricing and walking the line between skincare and makeup.

The five SKUs will initially launch through Sephora in the US with prices ranging from US$34 to US$36 before rolling out globally.

Aimed at creating a natural look, the five products are: Bare Look Tint (a lightweight face tint), Glow in Balm (a moisturising primer), Blotting Lotion (a mattifier), Daily Mist (a hydrating treatment spray) and Tone Corrector (a colour corrector).

The Nu collection also ticks the sustainability box, which appeals strongly to Gen Zers. Chemical and fragrance-free, the range is infused with botanicals from YSL’s Ourika Community Garden in Morocco. The black and white packaging is made from 25 per cent to 100 per cent recycled materials and the formulas are free from parabens, talc, mineral oil, BHT and animal-derived ingredients.

The bridge pricing – between masstige and prestige – follows the trajectory of Clinique Dramatically Different Moisturizer, which has long acted as a gateway for young women to enter the prestige beauty market. 

Leave a comment

Your email address will not be published.