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What’s in a best?

With Christmas just around the corner the glossies are all revealing their top picks for beauty, skincare and makeup in a bid to influence shoppers in the run up to our most costly time of year. But look through the lists and you’ll see that they are filled (in the most part) with the same old brands we’ve all heard of before. The big advertisers like Clinique and Clarins, Estee Lauder and Max Factor, Rimmel and Maybelline. It’s like a shopping list for a big Boots order (how have they not cashed in on the sponsorship opportunity there??)

THE BEST OF THE BEST

With Christmas just around the corner the glossies are all revealing their top picks for beauty, skincare and makeup in a bid to influence shoppers in the run up to our most costly time of year. But look through the lists and you’ll see that they are filled (in the most part) with the same old brands we’ve all heard of before. The big advertisers like Clinique and Clarins, Estee Lauder and Max Factor, Rimmel and Maybelline. It’s like a shopping list for a big Boots order (how have they not cashed in on the sponsorship opportunity there??) So why is it that these brands make the cut every time? Are their products really the best out there? How are they selected, what’s the process to get a look in on the Cosmopolitan Best 50? The answer is actually simple. It’s all about money. Of course I’m not suggesting that they pay for placement, no quite the opposite. These brands are tried and tested, they are loved by the editorial team and they have also most definitely been selected from an array of products. However, and this is the big catch… the brands that are put in front of them on a regular basis come from the very companies that have the funds for big budget advertising, and PR. The companies that invest in big PR and communications agencies whose role it is to make these products land on the editorial desks, singing as loudly as they can about how brilliant they are. The same brands that are in consumer research for months ahead of launch, go through extensive consumer trials to furnish them with fabulous statistic of success – 87% of women said their skin felt smoother and that their lines were reduced. And so on. So these ‘winners’ are most definitely winners. But they have won from a pool of products who have the money to land on the desks of the right people. And this is the system that props up the industry. It’s the root cause of why so many emerging brands remain under the radar, or gather dust on the shelves. They simply haven’t got the funds to compete on a level playing field.

Which is where we come in, and why we are so unbelievably proud to play a growing role in the industry. Here at MBPE we have a rapidly growing base of seriously clued up members, who don’t buy the bull, who seek out real value in their purchases, who are happy to try new things, who don’t need the glossies to tell them what’s hot and what’s not. Because they know that a recommendation from a friend is a recommendation to follow up on. We love that we’ve created a community based on friendship and trust where people can come and discover and share in the under-celebrated, lesser-known, best kept secrets out there. And together we will give brilliant product finds a platform, helping these smaller brands exist in a world where sadly they do not yet have a voice. Centuries before advertising, word of mouth was all that was needed. And in a world with too much choice where we are bombarded by communication and sales messages, and shelves are filled with dozens and dozens of products that promise to do the same, MBPE gives our members a space to hear it how it is, from people they trust. Real people, with nothing to gain from promoting a product they love. So if you want to find out about the real finds, the real best evers that everyone is talking about, join our FB group today and see what goes on in the real world.

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