Joe Fresh Style is Joe Mimran's most accessible line to date, bringing quality style to the masses at (almost unbelievably) affordable prices. Mimran has had his hand in fashion for decades, creating collections for trendy Club Monaco, upscale Alfred Sung and lifestyle-oriented Caban. Now Joe Fresh continues the democratization of fashion and design in their launch of a brand new cosmetics line.
The Joe Fresh brand is well positioned to withstand (as best as can be expected) the threat of sagging sales due to a global recession. Joe Fresh Beauty, however, is especially timely when one considers the "Lipstick Index". This term was coined in late 2001 by Leonard Lauder, the chairman of cosmetics giant Estée Lauder, who noted that lipstick sales in the US jumped 11% after the economy began to deteriorate following the September 11 attacks. Also, throughout the Depression cosmetic sales rose more than 20%, while lipstick was one of few unrationed indulgences during World War Two. Meanwhile, The New York Times reported in November 2008 that lipstick sales were up 40%. Lauder has said that lipstick sales are a good gauge for the economy, or an "economic indicator". Cosmetic sales tend to be inversely correlated to economic health. According to Lauder, when the market faces a downturn, sales increase as women seek to lift their spirits. After all, individual cosmetic items are relatively inexpensive when compared to other consumer items.
Joe Fresh Beauty, complete with stylish, minimalist packaging, hits Loblaw Superstores this month! The line includes eight eye products (in 61 shades), eight lip products (in 69 shades), seven face products (in 47 shades), 13 makeup brushes and 13 cosmetic accessories, including eyebrow grooming and pedicure kits. Prices range between $4 and $16—eyeliners and cheek tints cost $4, while mascara and lipsticks sell for $6. I encountered a display at the Scarborough location this past weekend and snagged a Tinted Lip Balm in "Blush" and a Lip Stain in "Peach"—they go for $8 each. I've also been eyeing the double-ended concealer, with liquid on one end and solid on the other.
NOTE (18/03/09) - According to a Senior Customer Relations Representative at Joe Fresh Style, "No hypo allergenic or non-codemogenic testing has been performed on our cosmetics." So those of you who have very sensitive skin or make-up allergies should be wary.