Makeup maker: BYS founder Ed Aitken says he tests all products himself before putting them out on the market. PHOTO FROM BYS FACEBOOK
The “lipstick index,” coined during the recession in the early 2000s, says lipstick sales go up in times of poor economic health. It suggests that we tend to substitute expensive items such as clothes and shoes with lipstick — the quickest beauty fix, confidence-booster, mood-enhancer and all-around girl’s best friend in one nifty stick. It was said to have been replaced by nail polish some time in 2010, but now, it seems that the index rings true for the entire spectrum of beauty products.
My favorite impulse buy is makeup for the face — foundation, powder, BB cream, CC cream, primer and concealer. I enjoy the excitement that goes with trying out a new product. Unlike with lipstick, where you can almost always tell if the shade on the stick is going to look good on your lips, foundation, for example, is tricky. And it’s exhilarating for a beauty product junky to find just the right one.
It’s true, makeup is the ultimate pick-me-up buy, even for women who don’t like it. It’s aspirational — maybe you’ll use it, maybe you won’t, but don’t tell me you aren’t already imagining the dress or shirt or earrings you’ll be wearing it with. Lately, it’s become easier, too. Beauty junkies in Manila are on a high, thanks to the continuous entry of various makeup brands from Japan, Korea, and certain parts of Europe. Even homegrown brands are catching up.
Included in this roster of local market newbies is makeup brand BYS, the largest cosmetics label in Australia, which entered the market last year carrying over 1,000 products. BYS has gained quite a following because of this — it’s range is unmatched. The brand’s founder, Ed Aitken, used to be in the accessories business, carrying his unique perspective to his cosmetics business and treating makeup like accessories — infusing every BYS line with several different shades, textures and other variations, as well as catching up with fashion trends.
“We adopted the same philosophy when we ventured into the cosmetic industry. BYS has proven that it is possible to produce innovative cosmetics without exorbitant price tags. Our affordable leading edge products have created a loyal base of followers and brand devotees. We hope to continue increasing our market share by remaining true to this vision. We’ve realized that speed to market is essential. Our overseas buying team works closely with the factories in coming out with products and getting them to BYS stores quickly. We want to further reduce this lead time so we recently re-organized our company based in Melbourne,” Aitken says.
This is one of the biggest strengths of the brand — its ability to develop new products and take them to market at an affordable price. “We regularly visit the US and Europe to scout for new trends. We also keep in close touch with our network of worldwide distributors so we can tailor specific products with specific markets,” he adds.
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Since BYS came to the Philippines, I’ve enjoyed trying out their face products such as foundation primers, matte foundation, crème foundation (a local bestseller), and their new HD powders. Currently, BYS is focusing on browns with new brow pencils, an “auto-brow,” a game-changing brow kit that will be in stores next month.
At the exclusive luncheon with BYS, we also got to try out their latest product, Nude 2, an eyeshadow palette for the eyes that focuses on nudes, browns, plums, and other earthy shades. Consistent with the brand’s other eye products, the shadows go on opaque. The color is dense and the texture is creamy. It really sticks to the skin with a fine and brilliant finish. The palette will be on the market soon.
Lipstick index? Nah. This generation of beauty junkies wants it all. Why stop at that latest shade of plum when you can try out the whole shebang for an affordable price?
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BYS is now in over 30 countries and is available at 120 Watsons and SM Stores across the country.
