Being ten has a certain ring to it. In the fashion and beauty industry, it’s a real coming of age. We chat with Marianne Welch of Glamorpuss Cosmetics about turning ten and hear some fascinating insights into the beauty industry…
Being ten has a certain ring to it. In the fashion and beauty industry, it’s a real coming of age. Certainly, I’ve seen plenty of them come and go in my time. Here in New Zealand, not many beauty stores can brag of being open ten years, particularly independents, locally-owned stores. That’s a great achievement! They have to develop a niche, something with a point of difference to the giant department stores and chain chemists that dominate our malls and strips. One that Thread loves is Glamorpuss Cosmetics in Newmarket.
We chat with Marianne Welch of Glamorpuss Cosmetics about turning ten…
So, what made you open Glamorpuss Cosmetics ten years ago?
Ten years ago, the niche beauty market was really beginning to open up. Independent brands like Benefit, Urban Decay and philosophy began making their mark in an industry that was previously dominated by the corporate giants. This was matched by a new retail environment, the boutique, dedicated to all things beauty which was offering an alternative experience to the department stores and chemists. Fair to say, I was inspired by the international retailers like SpaceNK and
the now-defunct Pout who spearheaded this new approach.
At the time, I was doing something completely different (actually, was a solicitor at a large commercial firm) and was extremely keen to bring some of the new independent brands to New Zealand, and to offer these in an open-sell environment, rather than behind a counter as in a more traditional setting. The very first brand that I contacted was DuWop, and they had just launched their Lip Venom gloss, which was the first ever lip plumper, and the inspiration for entirely new category.
We’re still selling it ten years later.
What changes have you seen in the beauty business over the years?
Wow, so many changes, and yes, the internet plays a very important role in this. One of the biggest changes has been the much greater awareness among customers about ingredients, and the rise of interest in natural products and product integrity. Ten years ago, we were very rarely questioned about a product’s ingredients, now it’s very much top of mind for many people. Also, increasingly, customers want to know about a brand or product’s provenance, the country of
manufacture, whether it’s tested on animals, whether it’s organic.
How has the internet changed things in the past ten years?
Of course, the internet has changed everything, and the technology moves incredibly quickly so we’re all scrabbling to keep up. It has made the world a truly global market place, and I think it forces retailers to be transparent about pricing. I’m always checking to make sure that our pricing is in line with international retailers. I’ll visit an online store that stocks the products that we do (a reputable one, like Nordstrom) and ensure that it’s more expensive to actually purchase items on line, taking into account freight costs and possible duty or GST charges.
Also, real world retailers need to offer an experience to customers, one that engages them and makes shopping an social interaction.
This is a separate issue from the discount beauty websites that dwell in the murky waters of the grey market. In a nutshell, grey market products are those sold outside the manufacturer’s legitimate distribution lines by companies that are not authorised to do so by the manufacturer. In other words, it means that the manufacturer doesn’t want that seller to sell the products! Grey and black market products may be counterfeit (fakes), repackaged, expired, stolen or unregulated items. It really is a case of caveat emptor as customers cannot be sure what they are buying.
What’s more, if customers do buy grey market products then they are not protected by the manufacturer’s warranties if the product is faulty, expired or if they react to the products. The best way to make sure you are purchasing legitimate products, is to check the manufacturer’s website as it will list the authorised stockists.
The grey market is an increasingly big issue for retailers and manufacturers to address. I was in Sydney a couple of weeks ago, and was really interested to see a large full page M.A.C advert in the Sydney Morning Herald which listed M.A.C’s stockists, and advised customers to only buy from those stockists – great to see them supporting their retailers.
How have you changed Glamorpuss over the years? Have you made a shift away from or towards anything in particular?
Well, I’m now ten years older too, so my tastes have evolved and I have definitely made a shift towards natural brands and more of an apothecary approach. We’ve always looked for brands that have a strong story – the point of difference that does set them apart. We’ve edited our brand selection over the ten years, moving away from some of the more gimmicky brands that we’ve dabbled in, to brands that are respected for their efficacy, integrity and relevance. I think of brands like BECCA which offers an ethnically responsible 55 concealer colours as representative of the new generation of international cosmetics companies. We’ve always made no animal testing a prerequisite. We’ve also developed an on-line store, which now operates beside our bricks and mortar store, both as an extension of it as well as being a store in its own right.
What brands do you absolutely love?
I am absolutely besotted with Pai at the moment. It’s a certified organic range that has been specifically developed for sensitive skin and it is amazing. I also adore the BECCA range and think that the founder Rebecca Morrice Williams is very, very clever. I also love Mario Badescu masks, and still need the Drying Cream and Buffering Lotion for hormonal break outs.
What does your own personal daily beauty regime involve?
Far too much! Right now, I cleanse morning and night with the Pai Camellia and Rose Cleanser, followed by the Chamomile and Rosehip Cream at night and the Avocado and Jojoba Day Cream. I’m also loving the Pai Eye Cream and the Jojoba Bead scrub. Twice weekly I use Mario Badescu mask, rotating between the Rosehips, Super Collagen, Whitening and Enzyme Revitalising Masks (yes, I do have somewhat of an obsession with these Masks.)
At work I wear BECCA’s Luminous Skin Colour and Mineral Boudoir Powder with Beach Tint or Creme Blush and the new Ultimate Colour Gloss and on weekends, I wear BECCA’s new Mineral SPF 30 Tint. Wearing a sunscreen everyday is still the best thing you can do to look after your skin. That, plus drink lots of water, use olive oil, and the occasional glass of wine works wonders too.
All images: BECCA.
Glamorpuss Cosmetics
16 Osborne Street Newmarket Auckland
Phone 09 524 4741
Shop online at www.glamorpusscosmetics.co.nz
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