Amongst my circle friends and colleagues, I'm typically the person that knows everything that there is to know about makeup launches and releases for luxury brands.
Because of my years of working professionally in the cosmetic industry, people expect me to a snob when it comes to makeup. Little do those people know, a lot of my favorite products come right from the cosmetic section of your local Target and Walgreens, and in my opinion some have out performed their department store counterparts by far.
As someone who has a background in marketing, I've often wondered if the extra coins that I scrapped up to splurge on high end cosmetics was honestly even worth it. I'm not to saying that high-end makeup is a complete scam but their inflated prices are for minor differences that you may not get from a drugstore brand.
Say for instance the luxury brand Lancome, which is owned by L'Oreal. Lancome's Rouge in Love Shade Pink Bon Bon lip color, is equivalent to L'Oreal's Colour Rich Shade Pink Flamingo, however, you will pay three times as much for Lancome than L'Oreal.
The prices of your high end splurges, usually depend on:
Packaging
Most of use makeup wearers out there are total suckers for pretty packaging and even more so for convenient and innovative packaging. Drug store packaging tends to be simple with no frills, while high end department store packaging can be drop dead gorgeous and to die for.
Pigmentation
Makeup application is something that is aesthetically pleasing, so there is no secret that we want our colors to be nice and bright instead of washed out and dreary. Eyeshadows especially need to be pigmented enough whereas the color does not show up chalky, especially on darker skin tones. Though drugstore eyeshadow has come a LONG way, they usually still take a little more work and building up of product to get that “uumph" that you would get from a high-end one (depending).
Applicators (if provided)
Whether its drugstore or high-end, I personally opt not to use the applicators that come with the products unless I'm trying to travel light but I do notice a big difference between the quality of an applicator from a drugstore product and a high-end one.
For instance my favorite drugstore loose powder comes with the pouf that I have never used while some of my favorite high-end loose powders tend to come with more practical small brush applicators that I may use on occasions. Whether you decide to use them or not, somewhere down the line it is a portion of the price that we pay for the product that it comes with.
Fragrance (or even lack of)
Whether we want to believe it or not, every thing that goes into a product, drugstore or high-end, were paying for it someway, somehow; that includes that vanilla scent of that lipstick that you love so much or even that luxury brand that takes out all fragrances completely. You'll often find that fragrances in higher end cosmetics smell better as they should for the extra amount of cash that we spend on them.
The Brand Name
Perception is reality. If that doesn't apply anywhere else, it definitely applies in the world of cosmetics. The way we perceive a brand determines if we will actually spend the extra money on a product. That is how high-end brands thrive.
What woman doesn't want to rock that bold $26 lipstick that she gagged over when she saw it in a magazine? Or a product that has her favorite actress or singer face plastered on the advertisements for it? We all do it every once in a while. A big part of why we are willing to spend more on certain brands is the fact that in our minds, whether consciously or subconsciously, we feel we are perceived as being “luxurious by association".
The Experience
Chances are shopping for makeup in the drugstore is much different from shopping for high-end makeup in a department store. High-end brands provide a shopping experience with the million and one testers you get to play with, consultants to interact with or even get a make over from and everything else that you don't get out of a trip to your local drugstore. While some of us could live without it, many of us really enjoy it and feel the extra coins are really worth it.
I'll be the first one to tell you, “don't cheat yourself, treat yourself" and splurging on high-end makeup is no different. Knowing when and when not to spend extra “unnecessary" money on makeup is all about trying new things, whether its from the drugstore or the department store, and getting a feel of what is and is not important to you when it come to your makeup. Use the article as a guide the next time your wonder if your splurging justifiable.
Though there are definitely some benefits that we get out of going for the gold with luxury cosmetics, we also are paying for "unnecessary" things that we honestly can live without.
Are you a drugstore make-up junkie or do you prefer to buy your make up from high-end brands?
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Feature image courtesy
The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
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3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
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While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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With 37 beaches, charming French bakeries, and Dutch wine and cheese shops, the island is great for those craving variety. It also serves as a perfect base for exploring the neighboring islands of Saba, Anguilla, and St. Barths - all just a ferry ride away.
If you’re looking for a destination for an upcoming solo or girls’ trip that combines adventure, beachfront relaxation, and great dining, here’s why St. Maarten should be at the top of your list.
Sonesta Ocean Point Resort
Sonesta Ocean Point
Where To Stay
To get to St. Maarten, I booked a flight to Princess Juliana International Airport, which is on the Dutch side of the island. After landing, I checked into Sonesta Ocean Point Resort, an adults-only, all-inclusive property about 10 minutes from the airport. The property has 24-hour room service, four bars, and three restaurants. My favorite restaurant was the cliffside Azul, where some menu standouts included mushroom ravioli, grilled swordfish, and braised lamb shank.
If you want to party, you’ve come to the right place. The resort also offers poolside DJs, nightly live entertainers, and the largest casino on the island, Casino Royale. You can also spend some quiet time at the Serenity Spa getting a bamboo massage in the Japanese Zen garden or enjoying an Island Flow massage in the outdoor gazebo.
The hotel is also located on Maho Bay, just steps from the famous Maho Beach. Nicknamed “airport beach,” the beach is a popular place to snap pictures of the planes landing or departing just a few feet above you. If you want to know the best time to hit the beach, check out the Sunset Beach Bar, which has a chalkboard with a schedule of landings and departures.
Downtown St. Maarten
Credit: St. Maarten Tourism
What To Do
While you could easily spend your whole vacation at the resort, there’s so much to do in St. Maarten. One of the best ways to discover the island is by ATV through Xplore SXM, which offers daily rentals and the option of a tour guide. The rental office is just steps from the resort, and I opted for a guided tour of the island.
The island is only nine miles long and eight miles wide, and it takes just a few hours to drive around the entire island. There’s no border control (just a sign to mark each side of the island), and you can easily travel between the two sides. As part of my tour, I stopped by St. Martin’s Orient Bay, one of the island’s best beaches. I also spent the afternoon strolling through Phillipsburg, the Dutch capital, and browsing around The Amsterdam Cheese and Liquor Store, which offers gourmet cheese, wines, and even wooden clogs imported from the Netherlands.
Orient Beach
Credit: Mariette Williams
Another popular activity in St. Maarten includes ziplining. If you’re brave enough, book a trip to The Flying Dutchman, the steepest zipline in the world. The ride is over 2,800 ft long and includes a drop in elevation over 1,000 ft. At the top of the ride, you can see neighboring Saba, St. Barths, St. Eustatius, and Anguilla.
During my stay, I also booked a visit to the recently opened We Culture Museum in St. Maarten—one of the highlights of my stay. A visit to the 8,000-square-foot museum includes complimentary drinks and a history lesson on Carnival across the Caribbean. There were instruments and handmade costumes on display, and I tried on some of the Carnival wings and headpieces.
The We Culture Museum
Credit: Mariette Williams
Where To Eat
Of all the islands I’ve traveled to, St. Maarten/St. Martin has some of the most diverse food offerings. On my first night, I took a taxi to Bamboo House, an Asian restaurant overlooking the city. The restaurant offers a variety of dishes like braised duck nachos and a special West Indies Espresso Martini made with Venezuelan rum.
During my ATV tour, I stopped for breakfast at Chez Fernand, an authentic French bakery in St. Martin, where I practiced my French by ordering the pain au chocolat. I also ate eggplant lasagna at Irie Gardens, a local vegetarian restaurant in Phillipsburg. St. Martin also has a big Haitian population, and Villa Royale serves traditional Haitian dishes like djon djon rice, pikliz, and grilled conch.
St. Martin is also home to several beach clubs, perfect for day drinking and lounging in breezy cabanas. Rainbow Cafe has a laid-back, boho vibe, perfect for slow brunches, and Ocean’s 82 is a beachside French restaurant specializing in seafood like roasted sea scallops and lobster fettuccine.
Aerial view of Saba
Credit: Kai Wulf
Where To Island Hop
St. Maarten is one of the easiest places to island hop, and you can collect passport stamps in three nearby countries. Start with a trip to Saba, a Dutch island about a 90-minute ferry from St. Maarten that departs at 9 a.m. twice a week. You could also opt for a quick 15-minute flight and experience landing on the shortest commercial runway in the world. I opted for the plane ride and held my breath as we touched down the 1,300-foot-long runway.
If you’re just in Saba for the day, plan a hike to Mount Scenery. Guided hikes are offered through the Saba Conservation Foundation, and my hike was led by Crocodile James, an expert hiker and local Saban, who took my group on a 90-minute hike to the top of Mount Scenery, the highest point in the Kingdom of the Netherlands.
Mount Scenery Trail
Credit: Mariette Williams
Views of Saba from Mount Scenery
Credit: Mariette Williams
Mariette pictured taking in the views of Saba
Credit: Mariette Williams
After your hike, stop by Tropics Cafe for a refreshing lobster salad or curry coconut shrimp.
I also recommend a day trip to Anguilla. The daily ferry ride is about 25 minutes long, and rides start at 10:30 a.m. In Anguilla, the best beaches are Mead’s Bay and Shoal Bay, and my favorite restaurants on the island are SALT at the Four Seasons Anguilla, Straw Hat at Frangipani Resort, and 20 Knots at Zemi Beach House, which has tables right on the beach. Anguilla is made for beachgoing, but you can also go horseback riding on the beach or enjoy a rum tasting at Zemi Beach House’s Rhum Room, the island’s only rum bar.
St. Barths is another option for a day trip, and the 45-minute ferry from St. Maarten to St. Barths leaves three times a day starting at 7:15 a.m. The island has a reputation for being a hideaway for celebrities and socialites, and like St. Martin, it’s lined with swanky beach clubs and restaurants. Check out Nikki Beach or Ocean Club St. Barths and head to the island’s capital, Gustavia, to check out French boutiques like Louis Vuitton and Cartier.
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Featured image by Kai Wulf