Founded from a genuine passion to create real, accessible beauty, Pablo and Mark have been working for two years to produce a truly innovative experience in the world of cosmetics. As part of the brand’s aggressive expansion plans over three years, 300 3INA stores will be launched worldwide.
Distinguished by luxurious, richly pigmented formulas in a huge array of formulations, on-trend colours and textures, the 3INA collection offers 450 products across six categories: eyes, lips, face, skincare, nails and tools. Accessible RRP price points on lipsticks start from $9.95, nail polish from $9.50, eye shadow from $10.95 mascara from $13.95 and foundation from $22.95.
Mark explains how 3INA was born: “Pablo and I saw an opportunity in the market for the younger demographic who want vibrant products of the moment to express their individuality. With the rise of social it is easier than ever before for people to hone their own identity. People want a ‘real’ experience, with products which are both luxury in feel, but also honest.”
With their customer in mind, they worked with New Look Founder and 3INA Investor Tom Singh to disrupt in the industry. For example, speedy-to-market: 3INA’s business model means they can bring new product out in four months. “Having such a quick turnaround allows us to pick up on trends at their peak and create products that we know will be loved by our customers,” explains Mark.
3INA’s launch campaign in Australia is titled #SQUADGOALS - reflecting the popular social hashtag which dominates social media platforms, as part of a new youth vernacular. The underlying message is beauty in diversity, which is celebrated by an ultimate 3INA party - and everyone is invited.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.