Discover B.A.E, the vegan and cheap new cosmetic line of Hema
- Ismaël Manaï
- 15 nov. 2019
- 2 min de lecture
Dernière mise à jour : 30 nov. 2019
After successfully conquering the decoration market, the Dutch company wants to become a future leader in the world of cosmetics. The brand indeed launched in early 2019 a new line of make-up whose products are vegan and still a low prices.
3 letters, B.A.E – for Before Anything Else – presents in total 138 references and preach a beauty without standards by highlighting the personality and illuminating faces. The line is divided into 6 categories: skin tone, face, eyes, lips, accessories and eaux de toilette. Besides, each season will see the range expand itself of new products adapted to the last market trends.
Thanks to a minimalist packaging, pop colors and a good communication via Instagram, B.A.E by Hema went quickly viral and is part of the company strategy to become a leader of the clean beauty in its home country, the Netherlands, according to Nicolas Moreno, manager of the Group beauty activity.
It is true that Hema is actually renewing its offer by improving the formulas, testing new merchandising concepts and investing into new segments such as the electrobeauty last year and the vegan in 2019.
By looking at the brand promise, we understand that this type of trendy and convenient products, with modern and cleaned packaging, as well as very affordable prices, Hema has everything to seduce the Gen Z and the millennials.
According to Ilona Zijlstra, Category Manager Beauty, “With B.A.E, we want to reach out to a new target group. The youngsters generation is looking for innovation and individuality. They like to decide their appearance and way of expression by themselves. With B.A.E, we wish to give them keys in regarding beauty in order to help them reach this kind of independence.”
Furthermore, we could also see this cosmetic line creation as a way for Hema to become a more global brand, particularly by exploring different growth drivers and constantly the customer experience, which is particularly successful in the French market where the brand is developed since 2009.
Ismaël M.
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