Diffusion lines -- a line where an upscale designer makes a lower priced version for a store such as Target or Kohl's -- are one of the few bright spots in the retail business during this recession. But fashion isn't the only area where diffusion lines are hot. Beauty is another area where diffusion lines are experiencing growth.
With stock markets around the globe continuing to zigzag, it stands to reason that even the most strident beauty buffs will be pinching their pampering pennies. Fortunately for the nouveau pauvre, niche and prestige beauty brands are now mimicking the fashion world by introducing diffusion products, which are more accessibly priced and more widely available than their signature lines.
Hairstylist Louise Galvin recently launched Natural Locks in British supermarkets, a hair care range that is significantly less expensive than her Sacred Locks line sold in department stores. Target introduced a trio of diffusion lines by up-and-coming indie makeup artists Jemma Kidd, Napoleon Perdis and Petra Strand. Likewise, Jo Wood introduced Everyday, an organic bath-and-body line meant for daily use, designed to complement her higherpriced Jo Wood Organics line. While all were conceived well ahead of the current economic crisis and not specifi cally tailored to cater to the newly budget-conscious, their purpose is to offer a fl avor of the lavish life at a fraction of the regular cost.
Neiman Marcus offers Jemma Kidd Make Up School products, while Target is the place to go to buy the JK Jemma Kidd line. We expect this trend to escalate over the next few years. Women want to look good, even when the budget is tight and diffusion lines meet both consumer and designer's goals. Although the very idea of a diffusion line was shocking until top designer Isaac Mizrahi broke new ground with his fashion line for Target. Alas, Isaac is leaving Target now. And that is a shame.
