As we wondered through the malls of Dubai I was overwhelmed by the number of makeup stores. Colour after colour after colour of eyeshadow, blush, mascara and lipstick. Interestingly the one shop that stood out from all the rest was Bobbi Brown. I asked the staff how the famed Bobbi Brown of the 5 minute makeup routine could survive in a market where women can spend hours each day applying layer upon layer of colour.
The staff was fantastic. “We will not change what our brand stands for, but instead find a way of making who we are work in a market where colour is more important than care.” She went on to tell us that women do love the Bobbi Brown line, but not for the same reasons as Channel or MAC.
“They don’t come to us for colour. They come to us to help them look natural when they want to be seen wearing nothing at all. The biggest criticism we get, and the biggest compliment is that with Bobbi Brown it feels like your face is naked.”
Opportunity: Don’t change your values, simply find a new way of making your role relevant to the market.
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