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Brief Published: 6 Nov 2017

Trinny London: Personalised Stackable Beauty

Trinny London

British stylist and TV personality Trinny Woodall has created a bespoke colour cosmetics range for consumers on the go – decluttering make-up bags with travel-sized stackable jars.

Trinny London encompasses 59 products from blush to pigmented lip gloss, presented in 4g pots that satisfyingly snap together. Users are encouraged to forgo bulky applicator tools and use their fingers instead – a strategy successfully employed by edgy New York brand Milk Makeup.

“I used to cart around a huge make-up bag and had had enough,” Woodall told British lifestyle magazine InStyle. “That's where the idea for Trinny London came from.” For more on this key selling point for the modern workforce, see The Work/Life Revolution: Agile Beauty.

Personalisation is another key aspect of the brand. The Match2Me system asks consumers to build a personal colour profile via an online questionnaire based on their skin, hair and eyes to find the colour scheme most suited to them.

Woodall’s launch caters to an emerging trend for streamlined beauty products, suggesting the need for brands to provide a range of products without creating clutter on consumers’ bathroom shelves. See Streamlining Product: All-Encompassing Beauty Ranges  for more.

Woodall’s strong social media presence of more than 320,000 followers on Instagram allows her to share the brand’s story and build a conversation around the range – a vital element in establishing cult product. For more on this, see The Economy of Cult Beauty.