The clever way makeup brands are improving products

Simple Way Brands Are Improving Products

Why what you think matters more than ever

Beauty Crew Beauty Writer / August 21 2017

There is nothing more frustrating than splurging on a new makeup product only for it to deliver underwhelming results. Whether it’s a foundation that leaves you looking patchy or a glitter eyeshadow that doesn’t pack enough pigment, we all want to make sure that the products we’re investing in are the cream of the crop.

Thankfully, ensuring that the products you’d most like to see are available and formulated to a high quality is becoming a lot easier due to the work of makeup brands such as Becca Cosmetics and Anastasia Beverly Hills.

In a recent Instagram post, Becca Cosmetics put the power in their followers’ hands by asking them to share what shade they would rather see added to the brand’s collection of powder highlighters – a smoky quartz or golden mint.

Unfortunately, you could only have your say on which shade you’d rather see developed on Becca’s Instagram story, which has since ended. However, we have a feeling we can expect similar tactics to take place in the future as it’s their followers that buy their products so we’re sure their comments will prove a recipe for purchasing success.

Additionally, Anastasia Beverly Hills is working to improve its future products after the negative customer feedback the brand received regarding the Subculture Palette. The main gripe surrounding the much-hyped palette was that many shades crumbled easily and had too much fallout.

As a result, Claudia Soare, the cosmetic company’s president took to her personal Instagram to ask for advice:

It's no secret that I'm very focused on creating an amazing loose pigment formula. Need your input please; tell me all about your likes & dislikes when it comes to loose pigment or glitter formulas, aside from being messy. Feel free to request your favorite colors."

In just a handful of hours, nearly 2,000 comments were posted with requests ranging from the desire for more rose gold and duo chrome shades, a glitter formula that doesn’t skimp on pigment and the return of the limited edition Master Palette by Mario that launched at the end of last year.

Ultimately, our favourite thing about these two posts is they signify a new direction of transparent customer feedback, where anyone has the ability to have their say on everything from a product’s shade range to the quality and formula of new products. Fingers crossed more brands follow suit!

If you’re looking to update your makeup stash, then check out the 10 must-have beauty buys that landed this month.

What are your thoughts on Becca Cosmetics’ and Anastasia Beverly Hills’ customer feedback tactics? Let us know in the comments if you’d like to see more brands adopt similar tactics.

Image credit: @anastasiabeverlyhills

Kate started working for BEAUTYcrew in early 2016, first as a contributor, and was then named Beauty Writer in 2017. She loves picking the brains of the industry's top experts to get to the bottom of beauty's toughest questions. Bronze eyeshadow palettes are her weakness and she's forever on the hunt for the perfect nude nail polish to suit her fair skin. Her words can also be found in Men's Health magazine, and she now works in PR.