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Brief Published: 28 Jul 2020

New Multigenerational Beauty Brand Targets Ages 19 to 99


New radical Canadian make-up brand 19/99 has launched with the aim of narrowing the generational beauty gap by offering products that will suit and attract a diverse age range of consumers. Shrewdly, this comes at a time when inclusivity is more front of mind for consumers and brands than ever before.

“19/99 [is] designed for those who want to define their own beauty and aren’t concerned about what is considered appropriate,” reads marketing on the website, highlighting the changing attitude of the modern-day beauty consumer. “There is no magic number. This is beauty for the retaliation age.”

The (currently) small essentials-focused product line includes a multipurpose Precisions Colour Pencil in Voros (a red) and Neutra (a brown/pink neutral). Billed as “all-over face colour” and tapping into a key trend for 2020 and beyond, based on paring back and multifunctionality (see The Rapid Rise of Slow Beauty), it can be used as a lip pencil, lipstick, blush, eyeshadow and eyeliner.

The brand’s other product, a translucent High-Shine Gloss, is similarly multipurpose. It’s designed to give lips, eyes and cheeks a dewy look with a light-reflecting, pearl-infused formula. The two products flatter all skin tones and boast high blendability, making them suitable for both young and mature skin.

The launch will attract a key beauty cohort: the over-50s Well-Ageing Warrior, who is increasingly empowered, celebrating their advancing years, and eschewing the concept of anti-ageing for ageing well. Equally, 19/99’s strong manifesto and transparent values will resonate with Gen Zers (see Keeping Up with Gen Z Beauty).

It’s never been more important for beauty brands to address inclusivity across the spectrums of race, age and ability. For more on this topic with cross-category insights, see Powerful Graphics for Activism & Social Change, Radical Positivity, Supporting Diverse Entrepreneurs and Active Allyship.