Hair & Beauty Magazine

Eyeko Rebranding & Price Hike!

By Thebeautyscoop
Eyeko Rebranding & Price Hike!
I've been considering this post for a while now as I was really quite shocked when I saw the Eyeko changes, but I've been holding back as I haven't tried their mascara (to see if it was worth the price rise and discontinuing pretty much the rest of their products for) but after seeing a post done by Fleur De Force, I decided that it couldn't hurt to pop this little post up!
I've got to be honest and say that I really think that Eyeko have done themselves over with this rebrand and price hike. My reasoning for this is because they already had a loyal fan base before who seemed to love their products, and their respective price points.
Now I expect they're now going to have to find a whole new fan base, as the people who were interested in Eyeko in their previous incarnation, surely wouldn't be willing to pay out £15 for the same mascara-ish (it appears it could be a revamped version of their Big Eyes mascara), with what only appears to be a different brush choice as the main difference?! Maybe these customers will find themselves an alternative brand that suits their budget for a mascara that performs just as well, or maybe they'll decide they will spend the extra... but on a brand like MAC or Benefit instead?!
Eyeko Rebranding & Price Hike!
I think I'd feel a bit put out paying that amount for an Eyeko mascara if I am honest - yet I have no problem spending £22+ on a Chanel/YSL or similar brand mascara - I can't be the only one, surely?!
Also, I am struggling to see them as a higher end brand, they've already made their name as a cheap and cute/kooky brand and I think a lot of people will always see them as that, however much they want to charge for their mascara and eyeliners.
Adding what is effectively a guitar plectrum and changing the packaging *slightly* does not make a brand high end to me, and such a huge price hike will be off putting to many of the customers that made Eyeko such a success, in my opinion!
Surely it would have been better if they had wanted to concentrate on the 'Eye in Eyeko', for them to do just that... without almost doubling their prices and quite possibly alienating a huge chunk of their customer base?!
What do you think girls?

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