Revolution Beauty's success
- Shelby
- Apr 10, 2019
- 3 min read
Updated: May 5, 2019
Welcome back,
I was trying to think of ideas for beauty brands and their success in social media marketing, and of course, Revolution Beauty deserves mention.
Also known as Makeup Revolution, this is a well-known high street beauty brand that is stocked online, Superdrug, Beauty Bay and US beauty store Ulta. Revolution has come on a lot since it first launched, with it's cheaper packaging, random products and lack of diversity; it was just one of the brands that no one had really heard of that is stocked in the high street. Well, it's safe to say the brand has completely changed since it first started out in Superdrug stores in 2014, it has focused heavily on high-quality products for an affordable price, and that sure is what they are known for!
"We create products faster than any brand on the planet"- Revolution Beauty.
So, how have Revolution done so well in recent years? If it weren't for social media and influencer marketing the now well-known brand wouldn't be as successful as it is. They are the fast fashion of the beauty world, which enables them to produce cruelty-free and vegan makeup, skincare and haircare items that are hot right now in the industry. With the help of influencer collaborations such as Sophdoesnails and Bellejordan this has improved the exposure and brand awareness, which has resulted in "turning a £2,470,392.00 net worth sum into £11,553,058.00 in the space of just one year back in 2016/17" (source), also with the assistance of their extensive social media presence across Instagram, Facebook and of course YouTube has enabled them to promote growing influencer, product reviews and demonstrations all from user-generated content.
I am a huge fan of Revolution as it tends to produce a lot of dupes from high-end cosmetic companies, but for a lower price which is easily accessible compared to some brands, and as a student price is essential for me! Back in 2017, well-known tattoo artist Kat Von D called out the high street brand for copying her Shade + Light eye contour pallet calling the brand #lazyf**ks for not coming up with a more original idea, however this is something Revolution are known for and have produced similar products to the famous Too Faced chocolate bar palette, Ionic London and many more. You're probably thinking how do they get away with it? Well, after doing some research a lot of forums has mentioned how you can trademark logo's and branding, but it doesn't say anything about being able to trademark eyeshadows or pallet layouts (source); so even though it seems like "copying", it's solely a dupe.
Revolution has won a lot of awards ranging from Cosmopolitan beauty awards and Pure beauty awards, which has seen the truly famous conceal and define concealer being awarded "Best concealer" by Cosmopolitan in 2018. The best part about Revolution is how it's managed to expand into sub-brands such as Revolution, Revolution Pro, I heart revolution, Makeup Obsession, Revolution Skincare which offers a range of products for varied prices, which has seen prices from £1 to £12 excluding gift sets which range from up to £75 for a makeup brush set; it's safe to say whatever your budget Revolution have you covered!
The advert for the new Conceal and Define foundation indeed focus on inclusivity, "We believe that everyone - no matter their sex, ethnicity, age, budget or location - should be thrilled by makeup. We use our consumers to promote our products" (source) which is so empowering as a customer and marketing student to hear of a high-street brand focusing on the more critical side of beauty; which is not discriminating against anyone, and this advert really shows this in the best light, and is something more brands should be taking note of!
Keep your eyes peeled for Revolution, I'm sure we can expect some more high quality, low price and fantastic advertising from the brand very soon!
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