For many brand devotees, simply wearing a designer's clothing or accessories just isn't enough.
To outfit these fans, more designers are expanding into cosmetics and fragrances to grow their lifestyle brands. In hopes of capitalizing on the run-up to fashion's biggest event, New York Fashion Week, many top designers, such as Marc Jacobs, Michael Kors and Jason Wu, recently debuted their lines in partnership with leading cosmetics companies.
"When you have these big runway shows, they get a lot of attention, and makeup now becomes a part of the whole imagery and the whole branding and then it draws the consumer back into the line," said Linda Wells, editor-in-chief at Allure magazine.
Since cosmetics are typically sold at more attainable prices, these lines also enable high-end designers to grow their consumer base, Wells added.
Emerging markets play
As China and emerging market customers have continued buying high-end brands, the $260 billion global luxury goods market has remained strong, with sales expected to grow by 7.9 percent this year, according Deutsche Bank.
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"Cosmetics boost the awareness of a brand, especially in emerging markets because they are the first thing of luxury [that] emerging market consumers buy due to their cheaper price," said Nicola Ko, senior luxury analyst at Ledbury Research.
"You are building loyalty amongst emerging market consumers so when they do come into money and they are looking for high-end fashion, they know your brand," she added. "So in terms revenue it could be really big."
The overall U.S. beauty market is faring well, too. Total U.S. prestige sales, which include fragrance, makeup and skin care products sold mainly in department stores, climbed 7.8 percent last year, to $10.27 billion, according to market research firm NPD group.