NARS
'Find your own way, have an open spirit and
believe in your own beauty' - Francois Nars
THE
BRAND HERITAGE
The founder of 'NARS'
make-up was Francois Nars, who started off as a photographers and hair stylists
assistant and graduated make-up artist. In 1994 he released a collection of
twelve lipsticks in Barneys. With an escalation of sales and success this led
Francois to creating a whole line of beauty products in which the brand became
incredibly popular to both members of the public and the fashion industry.
PRODUCT
DNA
Nars products are brightly
coloured with each colour given a provocative name, such 'Deep Throat', 'Strip
Tease' and 'Sex Machine'. Another Nars favourite and best seller 'Orgasm' blush
was so popular, Nars went on to create a whole 'Orgasm' collection consisting
of many products such as blushers, lip gloss' and even nail varnishes. The
looks created using the scandalous products tend to be those of bright lips,
wild eyes, powdered faces and blushed cheeks. Some of the most popular products
such as the eye shadow palettes are highly pigmented in a vast range of
beautiful colours.
PACKAGING
Designed
and created by Fabien Baron, Nars
packaging is plain and minimalistic, yet luxurious as the product that lays
within it. The matte black, 'soft-touch' casing apply to both aesthetic and
function aspects reflecting the simple, clean lines Francois admires and has
created for his products. As well at the product packaging itself, the boxes
and bags the products are sold in also follows the sleek black traditions and
carries on the seductive themes of the merchandise. The font is simple yet
eye-catching. Large, overlapping, thin letters in white, contrasting with the
bold blackness of the main body of the packaging looks classy and unique.
PRICE
POINT
Nars
make-up may still be more expensive than the average high street brand, but
considering it is favoured by many celebrities and catwalk shows, it is still
affordable for the public. With lip products ranging from £17.00 - £22.00 and
Foundations averaging around the £30.00 mark. As the products are highly
pigmented, last longer so therefore your money goes further and Francois wished
for the product to be used by anyone and everyone.
MARKET/PROMO
In
1996, Francois shot and released his first advertising campaign himself even
after years of working and collaborating with world class photographers.
Realising he had a gift for the advertising of his own product as well as the
creation of it, he went on to shoot editorials for major magazines and
continues to shoot the Nars campaigns with bold imagination, individuality and
keen insight. Francois is still to this day the, artistic director, in-house
photographer and copywriter for his brand and has gone on to publishing four
books of his photography. Even though Nars works with designers such as
Alexander Wang and is a favourite brand used by individuals such as Victoria
Beckham and Madonna, Francois believes is make-up should be used by anyone on all
levels of age, skin types etc. Nars can be purchased in many stores such as
Harvey Nichols, Selfridges, Macy's, Saks Fifth Avenue and online in more
'high-street' shops like John Lewis.
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