What gives me faith in Urban Outfitter's new beauty shop concept? The fact that they've chosen Three Custom Color as one of the cult beauty brands to feature in their boutique-like shop. The online store is full of one-off, high-performance products from many different brands, expertly culled by UO buyers.
As someone who likes to shop at independently owned stores whenever possible, I'm arguably the perfect yet most difficult type of customer for UO to lure. Of course I'm drawn to their quirky style, the brands they carry and the hip, ironic vibe of their stores and Web site. But they're THE MAN, a corporate-owned chain parsing out the same "one of a kind" t-shirt to every kid with a mall nearby.
This is where teaming up with a truly independent company like Three Custom Color is a brilliant move. I want to support TCC because I love the brand, know they make quality products, and I've met one of the founders and toured their studio. I have a personal connection with the brand that a chain like Urban Outfitters can't replicate. Until they bring that brand in, helping it reach more customers and make more money. Making me want to support their decision and the brand.
Yes, the best way to support the brand would be to buy directly from them. But you see, there's that mall thing. I don't live in New York where TCC has their only studio. I'm not even in a major city and it's easier to find an Urban Outfitters than it is to find an independent beauty boutique that carries TCC. DAMN THE MAN, they've tricked me!
That's right, I shop at Urban Outfitters and I'm not ashamed. I'm excited that they're helping support such fabulous beauty brands and getting them on more people's radar. If you don't have time to do the research on the hottest products (after all, that's our job) then it would be hard to go wrong perusing their beauty shop.
[If you're wondering, that's Three Custom Color Party All The Time in the pic. It will be available on the UA Beauty Shop in September, and we'll be reviewing it next week!]