Why buy loose when you can buy pressed? Jul 16, 2021 17:53:31 GMT
Post by Aromaleigh on Jul 16, 2021 17:53:31 GMT
About 20 years ago, customers left behind their pressed products and started a journey of using loose powder, mineral cosmetics.
The reasons were many, and sometimes it's hard for me to remember all of them, but it basically came down to:
1. Simpler formulations
2. Wider shade range
3. Lack of liquid foundations that worked well
4. Desire for lighter, natural finish while still covering imperfections
5. Flexibility and the ability to mix shades together.
6. Fewer potential irritants for sensitive types.
7. Less chance of product being contaminated with bacteria and molds.
8. Ability to use whatever primer, base or fixative you desire.
9. Simpler packaging = more environmentally friendly
10. A lightweight feel in hot, humid climates
11. Improvement in skin conditions due to all of the above
10. Mineral makeup was a growing trend- something new to try.
It was simple for me to make the switch to mineral makeup- I'd never worn liquid foundation, ever. I used only Coty Airspun setting powder- the classic round box with gold powder puffs. I owned only a few single pressed eyeshadows, and was always frustrated with the hard film they got on them after using them for a while- I remember constantly having to scratch the surface of the eyeshadow with a safety pin. Loose powders took away that problem, and issues I had with my eyes and contact lenses (most likely caused by the bacteria that can be easily present on pressed products that have been used too long)-- went away.
It was so easy to flip a jar of loose eyeshadow over and tap, turn it back over and remove the lip, and use the small amount stuck to the lid, to do my makeup. My fingers and brushes never touched the product, which equates to less chance for contamination by bacteria and mold. The shelf life of loose products is much longer than pressed (I still have 20+ year old Bare Essentials and Aromaleigh eyeshadows in my makeup drawer- that I still use!)
I built my company slowly, order by order- on the premise of providing customers with simple, naturally-minded products that were affordable, came in simple, no-frills packaging and gave customers CHOICE. Choice of product sizes and shades, and the ability to sample almost everything. (I'm in the process of bringing back sample baggies for all regular stock eyeshadows).
Simple packaging that's recyclable and refillable, that doesn't have a lot of frills and decoration to increase the price point.
A range of sizes so that a customer could buy only what they needed, and not have to shell out money for extra product that would take forever to use up.
A range of formulas so that customers could find what worked best for them, and have a go-to product for their everyday routine... as well as some shades for fun, creativity and experimentation!