ASOS expands Face + Body offering
ASOS is expanding its Face + Body category ranges due to a surge in popularity driven by social media.
By the end of May, over 210 brands will be available following a series of new brand launches.
The retailer will also be highlighting the range with experiential pop-ups visiting Liverpool, London and Manchester this weekend.
ASOS said viral TikTok trends are driving demand among 20-somethings for certain Face + Body ranges and specific products. The #cleangirlaesthetic hashtag (encapsulated by dewy skin, rosy cheeks and minimalist makeup) has had 2.9 billion views on TikTok. Made lip oils and products that can be used for multi-tasking, such as blushers, are also a big trend. This has led sales of cream blushes to grow by over 600% at ASOS in the last six months.
Sales of some individual products have also been boosted by the ‘TikTok effect’. ASOS said sales of The Ordinary Glycolic Acid 7% Toning Solution were up 130% year-on-year in the last six months after the product went viral last year.
To respond to demand, ASOS has added 18 new Face + Body brands in the last six months. By the end of May, over 210 brands will be available including new additions MALIN+GOETZ, Megababe and The Beauty Crop.
Bernadette Sullivan, Face + Body director at ASOS, said: “Self-care is more important than ever for our 20-something customers, who we know want to protect their spending on Face + Body and fashion even when times are tough. That’s why we’re excited to be adding more leading brands to our platform as we continue to grow our Face + Body offer, so our customers know they can find everything they need at ASOS for every moment in their life.”
Visitors to the pop-up stores will be able to use an interactive vending machine to get free product samples tailored to their needs and interests. The event is being supported by nine of the top Face + Body brands sold by ASOS, including Harry’s, L’Oreal Paris Elvive, NYX, Olaplex, Sunday Riley, The Ordinary, This Works, Too Faced and Urban Decay.
Locations will include Manchester’s Arndale Centre on 24 March, Liverpool’s Paradise Street on 25 March and London’s Old Truman Brewery on 26 March.
