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Brief Published: 2 Feb 2018

Kjaer Weis: Custom Make-Up Kit

Kjaer Weis Collector's Kit

New York-based organic cosmetics brand Kjaer Weis is launching a bespoke refillable colour cosmetics kit that celebrates the versatility of grab-and-go multipurpose product.  

The Collector's Kit houses six product slots for customers to fill with any of the brand’s eyeshadows, lip tints, foundation and blush. The magnetic pockets satisfyingly snap the pans into place, contributing to the luxury feel of the brand’s packaging (as noted in Elevating Beauty, the click of a closing Mercedes door inspired the brand’s heavyweight refillable cases).

This personalisation strategy (also adopted by US-based colour cosmetics brands Nars and Tarte Cosmetics) allows consumers to curate their own perfect product selection, avoiding the wasteful inclusion of products that are never used or needed. Equally, ease is appealing to beauty fans. In 2017, Pinterest reported a 147% increase in saves of curated make-up kits, pointing to the confusion faced by beauty consumers navigating the saturated cosmetics market.

Founder Kirsten Kjaer Weis created multifunctional cream products for the kit, encouraging users to apply a lip tint as a blush, for instance. This also allows them to reduce the time it takes to get ready, Weis told Stylus: “It’s something that’s appealing to someone who wants to do their make-up in five minutes in the morning, or just a little retouch during the day.” For more, see Round-the-Clock Beauty in The Work/Life Revolution: Agile Beauty.

For more on beauty brands adopting bespoke strategies, see Future Beauty: Perfecting Bespoke and Bespoke Beauty New Retail Strategies