Over the past few days Real Techniques have been unveiling their new collection Bold Metals. The hype over social media has been huge; in gold, rose gold and silver the collection oozes luxury. Featuring 9 new brushes, face, finish and eye they’ll look more than amazing on your dressing table.
Whilst the majority of us have signed up to the waiting list on the Boots website, it seems they’ve made their way into some stores. I have seen a couple of people picking up from the Manchester store and I’ve been drooling at their Instagram posts.
‘How much are they?’ has been the question flying around Twitter. I assumed they’d be more expensive than their usual brush sets, but when I saw the price I was shocked. All 9 brushes are sold separately, starting at £10 for one of the eye brushes and £25 for a face brush, they’re no longer in competition with other ‘drugstore’ brands. Instead they’ve pitched themselves to compete with the likes of MAC and Zoeva.
I have no issue with this, I mean the brushes look amazing and if MAC released a range similar to this I wouldn’t think twice about the price tag. The existing Real Techniques range was the affordable, quality make-up brush range which enabled teens to apply their make-up with something other than their fingers or cheap and nasty brushes. The Core Collection features 4 brushes and it’s stand for £21.99 – so how can they justify charging £25 for one brush?
OK, they’ve rebranded like a lot of companies do, the brushes look better and I’m sure they’re even better when it comes to the quality. But surely whilst repositioning the brand Real Techniques have alienated a lot of their existing customers? My 15 year old sister has a selection of the existing Real Techniques brushes but there is no way she could afford the prices of the new ones.
She isn’t the target market for the new brushes you say? She probably isn’t but how can Real Techniques pitch this range against MAC and still sell them at Boots amongst the other mid range make-up brushes? In pictures I have seen they aren’t even hung up on racks, they are lay on the bottom shelf… Great product placement.
They’ll sell regardless of the price and location in store due to the brand name, and I’m sure Real Techniques are aware of this. Surely if they’re going to re position themselves to compete in the luxury market they need to look at WHERE they are retailing them? I have always thought that Zoeva brushes are too expensive, but I think I’d rather have their Rose Golden Luxury Set, which works out a lot cheaper than Real Techniques new offering.
I’d love your opinions on this! Are you buying any?