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POUT PUSH OFF |
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By Anisa Topan
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It's time to pucker up and kiss goodbye to cult cosmetic brand Pout as they shut their doors after a phenomenal five years of success. Pout cosmetics was originally founded by three spirited and ambitious friends; Emily, Anna and Chantal who were on a burning mission to inject a light hearted, inspiring and accessible approach to make-up as they felt that, “the beauty industry was taking itself far too seriously and wanted women to rediscover the fun and playfulness that make-up should be about.” |
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Pout fast became one the hottest names in make-up, as their quirky, beautifully branded cosmetics were designed with lashings of personality and unparalleled style. Hard to find US brands such as 'Two Faced' and 'Dirty Girl' sat alongside Pout's own products with names like, 'Plump' lip gloss (Kylie swears by it) and 'Castaway', a sun shimmer that Fergie of the Black Eyed Peas loves. The kitsch Covent Garden flagship store offered girls a place not dissimilar to their candy coated bedrooms as they grew into women but with plush surroundings to play and approachable consultants dressed in pink uniforms, on-hand to offer advice or treatments. |
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dESSYtRENDS’ favourite treatment had to be, 'Luscious Lashes' where semi-permanent lashes were affixed to “boost our flutter” when we were out on the town. This little brand with big ideas didn't just stop in London. 'Poutlet' counters opened up all over the UK and then grew internationally to department stores all over the world from the Middle East to Australia. In the meantime, celebrities were becoming addicted, the website boomed and the press went wild for Pout. It has to be said, it is difficult to work out why this successful home-grown brand is closing down. |
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dESSYtRENDS spoke to a company spokesperson and received the following statement, '"Pout cosmetics has had a loyal following over the years, however the realities of today's retail environment make it difficult for small independent cosmetics brands to compete effectively. The Pout brand has been tested in other product categories, where it has received encouraging response. Accordingly in September, we announced the decision to wind down the cosmetics portion of the business to focus on other product category development. "The plans regarding other categories are still under development. Given the contract negotiations associated with that development, we are not able to provide further details at this time." We are perplexed as to where the brand will go… will it be fashion, music, lifestyle, home? We can but wait, wonder and miss the 'cosmetic portion' of one of our all-time favourite brands. |
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Pout offered sophistication and femininity to make-up bags, making women feel inspired and indulged. They successfully combined product formulations that delighted & delivered with deliciously frivolous detail. A brief consolation is the fact that up until Christmas Eve, all Pout products online and in-store will be available at 50% of their original price.
Visit www.pout.co.uk or in-store to grab what will become a piece of beauty history.
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