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Brief Published: 10 Oct 2019

Less is More: Alleyoop’s Multipurpose Beauty Products

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Alleyoop

As consumers become increasingly mobile, brands are creating multipurpose products in fresh, portable formats. With its reimagined razors and multi-task make-up brush, US start-up Alleyoop has designed products aimed at women pressed for time.

Reinventing traditional make-up and personal care tools, Alleyoop creates products that adapt to modern women’s fast-paced lifestyles. The brand launched in August 2019 with a personal hygiene and make-up range that cuts down the need for using and owning multiple products.

The cosmetics range aims to win over consumers by allowing them to achieve a full face of make-up without carrying additional clutter. For example, the Multi-Tasker is an all-in-one make-up brush for blending, contouring, shadowing, and brows. Users simply twist either end of the sponge or blush brush to reveal the eyeshadow and eyebrow brush stored underneath.

Many make-up products can be confusing for consumers to navigate. However, Alleyoop dispels any uncertainty with an all-in-one make-up kit. Pen Pal is a retractable ballpoint multi-pen, housing an eyeliner, a brow pencil, a highlighter and lipliner. Multiple spring-loaded cartridges in the pen mean that each product can be selected by pressing down on the corresponding lever.

Meanwhile, Alleyoop’s personal hygiene range reimagines the product experience with its All-In-One Razor. This contains a triple-blade, soap bar and a refillable mini spray bottle to facilitate shaving on the go.

With the tagline ‘beauty that moves’, the brand is tapping into demand for efficient, time-saving packaging solutions. In the US, around 60% of consumers have repurchased a product because of the packaging’s functionality (Westrock, 2016).

To read more about portable packaging solutions, see Catering to Convenience and Agile Beauty. Also, take a look at Streamlined & Minimal: Fresh Beauty Directions for more on time-saving beauty.

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