UK – The e-commerce brand ASOS, set soon to overtake high-street stalwart Marks & Spencer in value, has launched its own beauty brand, Go Play, which focuses on self-expression rather than gender.
Alongside its own cosmetics collection, ASOS is also launching a new online category, Face + Body, which collects more than 6,000 products from over 100 brands into one place. Targeted at a Millennial audience, the new Face + Body campaign features 20something women and men using brightly coloured make-up as ‘an opportunity to experiment and play’.
The rise of gender-neutral make-up within the Teen Beauty Market was first noted by LS:N Global in 2016, with brands such as Milk spearheading the way as early innovators. The introduction of ASOS Go Play marks the evolution of this trend towards a more mainstream market.