I read a really great article recently about Nordstrom undercutting themselves because of the Rack and Hautelook sales. Apparently their store sales are down 15% due to the many sales at both the Rack locations and online at Hautelook.
Apparently even folks with disposable income or higher salaries weren’t buying at full cost and waiting on a sale. I mean imagine being a billionaire and not buying that new Hermes Birkin Bag because you might be able to score it for 20% off or more at the Rack or online with some coupon code or another.
I love Nordstrom, I shop there often for a variety of things outside of makeup but I admit I head into the Rack like Indiana Jones on the quest for the Lost Ark. If I had a fedora and a whip I’d be all set. On any given Sunday, after our standing dim sum brunch date, you can find me and four of my closest friends at the nearest Rack store looking for buried treasure. I’ve found incredible purses, shoes, and accessories at the Rack and of course, makeup too.
But I digress, this isn’t about Nordstrom, this is about some of our favorite makeup brands.
Do you think too many sales are cheapening your favorite makeup brands?
Stila is a good example in this case.
A few years ago Stila was in some financial trouble. It was a rather sad day but they were able to put their big girl pants on and got down to business. Now, it’s a funny thing about Stila because I remember the first time I purchased some of their items! One of which was a $50 blush brush! Yes, $50 bucks! At the time I had extreme buyer’s remorse as I was young and I questioned if I really needed a brush that cost $50 bucks! I kept it and didn’t regret it as I loved that brush hard.
One of the things I was most attracted to about the brand was their adorable Stila girl packaging and marketing. Everything they created was all kinds of cute and that totally appealed to this packaging junkie! But their price range always seemed a little high for something that I considered a mid-range brand.
Fast forward to 2009 when Stila was in a heap of trouble. In swept Lynn Tilton to save the day and the recreation of Stila began. I remember Stila getting cheaper at this point and I also recall their many, many Travel Girl Palettes which ranged in price from $10 to $14. This was a novelty for many Stila fans as we never imagined that we’d be able to purchase our beloved Stila at such affordable prices.
Yes, it was fabulous but I think the brand suffered for it a bit as fans began to expect good deals from Stila. We wanted to pay $20 and under for Stila, we liked paying $20 and under! Stila has since evolved yet again and about two to three years after their trouble the prices started to rise and the whining started. I mean, I can even recall myself cringing and ranting that the prices were being hiked up.
Nowadays, I think makeup users look at Stila and think, “$40 for a palette!? No way!” It’s actually something I hear quite often myself when I post something new from Stila. “Oh but the price!” Stila unfortunately conditioned us into a cheaper mind frame when viewing their products and this hurts and hinders them in some aspect.
Let’s not forget Bed, Bath, and Beyond are running into issues as well lately courtesy those 20% off coupons as most of their consumer base won’t consider buying a damn thing at retail without bringing along a 20% off coupon. Apparently those coupons are going to be cut down and they’ll be offered less and less. The problem with this is, I’m doubtful anyone will actually shop retail at BBB at this point because they are too spoiled by the coupons!
Friends and Family Sales we’re a rarity several years ago but now it seems like every brand has an FF event at least twice a year. And if it isn’t a Friends and Family Event it’s a Memorial Day Sale, a Mother’s Day one, a 4th of July 20% Off, etc…etc…etc….
Are too many sales cheapening your favorite makeup brands to a point you won’t even consider purchasing something at retail but prefer waiting on a sale? Do you expect to pay less for something because you’re so used to the sale that are offered and when the sales stop does that mean you aren’t buying?
I like a good deal as much as the next person but I don’t want to forsake my favorite products or brands to score that deal.
Another words, I don’t want them to tank because I’m wanting to score a deal.