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Brief Published: 4 Jul 2017

Ainsel: New Teen Lipstick Brand


Newly launched London-based lipstick brand Ainsel targets teenage and young millennial buyers with messages of creative expression, self-love and ethical values.

With a curious name derived from the Old English for ‘myself’, Ainsel describes itself as a self-loving lipstick brand – marketing positivity and celebrating the uniqueness of its youth audience, for whom self-care is a key driver in establishing brand loyalty (see Social Media Beauty: Power to the People).

The bold lipsticks – quirkily named after items of clothing such as Pencil Skirt, Kimono and Sarong – are sold alongside enamel eye, heart and lip logo pins that evoke playfulness and experimentation. The branding strategy mirrors those employed by successful young brands such as Glossier, which encourages buyers to customise its product packaging with stickers, and Sara Hill, which advocates make-up as paint for play.

Ainsel also acknowledges customers’ increasing desire for personalisation. In late 2017, it will launch a customisable concept, whereby fans can create their own unique shade. A mixing palette with the brand’s full range of colours will allow buyers to experiment and have their chosen combination created especially for them in the brand’s London lab. For more on personalisation in beauty, see Future Beauty: Perfecting Bespoke.

Priced at £24 ($30) for a lipstick, Ainsel does play unfairly with the tighter pockets of its young consumer base. In a market that is being disrupted by price-point-honest brands such as Beauty Pie and The Ordinary, reconsidering its pricing structure could be shrewd.

See also Teen-Targeted Beauty: Product and Teen-Targeted Beauty: Retail