When it comes to the branding exercise, I think that even the most marginally informed enthusiast would attest to the fact that the house of LVMH is an authority with the right idea on retail lifecycles. So, when I read the above eight words on their website, I was instantly filled with a sense of hope and excitement for retail institutions such as EDGARS – an endearing darling in the South African market.
On Tuesday 10th April, Johannesburg’s beauty aficionados headed to Room Five, a venue at the Rivonia Village Centre in Sandton to join team EDGARS Beauty in the celebration of their strategic re-branding launch.
MCd by celebrity make-up artist, Gina Myers, the event also included brief but informative speeches by strategist Mike Elliot and Julie Maggs (General Manager: Cosmetics, Jewellery & Watches: Edcon – EDGARS and EDGARS Beauty).
With a few stores now closed across the nation, Elliot provided context on the reason behind both this ‘slimming down’ and the revamping exercise, stating that the intent has been to “focus back in on EDGARS the brand… and consolidate [all sub-brands] into one door.”
The intention was to shift away from fragrance-focused Red Square, and create a simpler yet ‘fully balanced beauty solution’ concept.
Not to worry though, you will still find all your favourite beauty brands – and then some – with newly-added categories (bath and body).
Brands that were on show include locally-produced and manufactured derma brands, USO , Placecol , TheSanHair, and The Perfect Hair
As the event proceeded, Myers did a brief presentation of the latest make-up trends, shedding some light on neon, glittered eyes, and red-lips amongst other looks.
“Understanding your skin – knowing what it needs, and what it doesn’t need – really shows on your face.”
– Myers.
Here are some visual inspiration from the ‘gram:
NEON TREND
Supermodel, Gigi Hadid in neon eye-shadow
https://www.instagram.com/p/BkrhmnCHpZl/?utm_source=ig_embed
GLITTER TREND
Professional Make-Up Artist & EDGARS Ambassador, Kay Ngonyama stuns in glitter-accentuated eyelids
RED LIP TREND (really just the crux of class and chicness)
Beauty Vlogger, Teaira Walker looking powerful in a classic yet slightly modernised red lip look
https://www.instagram.com/p/BMZ-fKmDulc/
Next time you go out to your nearest EDGARS, do check out the beauty section where the team has assured us that ‘customers will enjoy the fresh look & feel of the updated open space as well as the energised staff.’
Happy shopping!
x bgt x
