Crisis means better value from cosmetics companies

COSMETIC companies are having to adapt to demands for value make-up as ladies want to look their best for less.

With the idea of “spending little to look better” companies such as Essence, Kiko and E.l.f. have made sure that buying make-up will not empty a woman’s purse.

As the financial crisis continues to bite, many women are keeping a close control over every euro, but that does not mean they want to stop looking good.

And supermarkets in Spain such as Carrefour and Mercadona have brought out their own ranges of quality products at affordable prices to take advantage of the trend.

German company Essence was launched in 2011 and has quality products at low prices with colourful and attractive packaging aimed mainly at a young but demanding market.

It sells eye-shadow for less than €2 and a wide range of nail varnishes for under €3.  Sister company, Catrice, is aimed at a more adult market but has similar prices.  It has seasonal ranges to make sure that clients can follow the latest fashions for less, including lip dyes, eyebrow kits and other products which until now were only available from high-range firms.

Online company E.l.f. (Eyes Lips Face) has a wide variety of products including lipstick, eye-shadow and lip-gloss for just €1.70, prices which they can maintain by not advertising in the press and only distributing online.