To appeal to a wider range of cosmetic consumers, Bobbi Brown is introducing an all-new lower price range of makeup, beginning with a lipstick collection called Crushed Lip Color. This new range is set to target a demographic that's slightly younger than its existing consumer base. Bobbi Brown promises that its Crushed Lip Color is one of three new products that will be introduced in the next year that will be 20% less in terms of price as compared to its existing offerings.
The new products themselves introduce lipsticks that are lip balm-like in terms of consistency, offering a comfortable and hydrating formula in a range of shades like 'Babe' and 'Blackberry.'
To introduce the first products in this affordably priced range to consumers, Bobbi Brown is collaborating with young "crush-worthy" influencers on social media and hosting multi-day "girl crush" events.