The Drugstore Face Edit

It's that time of year where I'm stressed, depressed and to be quite honest, not even that well dressed. However one thing that is guaranteed to lift my mood is doing my makeup! As I've got older, I've learnt that less REALLY is more and I actually prefer myself with no makeup on. However on those days where I do need to socialise, these are the products I use to help fake the "flawless" face look!

PRIMER: I was very late to the primer party and I totally regret not using one sooner! The one I like to use is the Nivea for Men Sensitive Post Shave Balm. Yes, you read that right - Nivea for MEN. Don't be put off by this because purchasing this will be the best decision you've ever made. Just pop it on over your moisturiser and really work it into the face. I like to leave it for a few seconds so it turns a little bit "tacky".

CONCEALER: is the next stage in my routine. I've wrote a separate blog post on this which you can find here! However if you can't be bothered to go and have a look then the ones I switch in-between are the Sleek Correct and Conceal Palette, the Collection Lasting Perfection Concealer and last but not least, the Primark PS...Pro Longwear CC Concealer.

FOUNDATION: It's fair to say I've tried every foundation going in Boots and Superdrug but the one that I've fallen in love with is the L'Oreal Paris True Match Foundation. I alternate between two shades - I currently use Golden Cappuccino but sometimes mix it with Deep Golden depending on my skin tone. I find the best way to apply this foundation is by using the Real Techniques Buffing Brush! This foundation feels super light on the skin, blends amazingly and the coverage can be built up without looking cakey. 10/10 recommend!

POWDER: Being an oily gal means I'm not one of those people that can rock the dewy look. I NEVER skip powder - it's just not an option. I'm currently using the Rimmel Stay Matte Pressed Powder that claims to "control shine for up to 5 hours".  IT'S TOTALLY SHIT! My matte skin lasts about an hour and that's really pushing it however I hate wasting things so I'm trying to use this up as quick as possible. If you're looking for a cheap powder that does a much better job, then I STRONGLY suggest the Boots Natural Collection Loose Powder! It's half the price and sets beautifully on the skin!

SETTING SPRAY: This is another beauty product I wish I'd discovered earlier 😩. It makes such a difference! I've gone through bottles of the NYX Matte Finish Setting Spray and I have no regrets! A couple of sprays and my skin is transformed! I love the finish, my makeup doesn't budge and I don't look like a greasy disco ball at the end of the day! WINNING!👌

How did ASOS become so successful?

Gone are the days where you would be trailing around your local shopping centre with achy legs searching for the perfect outfit. Online shopping is quickly taking over the lives of consumers for three main reasons: it's fast, convenient and in some cases, much cheaper than what's in-store. The fashion industry is no exception, with ASOS having become one of the most popular online retailers purely because they can keep up with the demands of consumers without compromising on quality.

Who are ASOS?

• They are a British online retailer.
• The acronym stands for "As Seen On Screen'.
• ASOS specialises in all things fashion and beauty related for both men and women. 

Founded in the year 2000, ASOS were relatively unknown until a couple of years ago. With no physical store, the company had to work extra hard at their digital communication in order to target consumers. They were already facing stiff competition from the likes of Boohoo and Missguided who were running similar businesses. 

In order to adapt themselves in the industry, ASOS had to create an online presence that would equally reflect their online store and their brand values.

How did they do it? ASOS are a strong advocate of the multi-channel approach. With their primary target market being young adults, ASOS had to engage the audience on a platform that would help them connect with everyone - that platform being social media. You name it, they're on it! Multiple accounts have been created to deal with different purposes, such as MensWear and Customer Service. Their Facebook, Twitter, Instagram and even Snapchat accounts are updated frequently with new content and the latest releases. Interestingly, ASOS only acknowledge positive press about the company. This could suggest that they don't want their customers to become aware of the negative aspects as it may affect their buying behaviour.

More recently, ASOS have introduced "Insiders" on their Instagram account. ASOS Insiders are a group of influencers that have a large following online. Unlike other online fashion retailers, ASOS choose to recruit influencers rather than bloggers to represent the company. This strategy is effective as influencers are seen to be more credible than bloggers. The influencers maintain their own individual styles whilst being able to inspire the audience with products from ASOS in a subtle way. 

The company's success is partially owed to the time and money invested in how they portray themselves online as well as how they try to interact and understand the wants and needs of the consumer. The impact of this relationship with the consumer has enabled ASOS to utilise their Search Engine Optimisation across all their digital platforms. Easily searchable keywords have allowed ASOS to maintain their position as one of the top three organic searches on Google's Search Engine Result's Page - this gives an indication as to how much much traffic is being directed to the actual website alone. 

The need for "fast fashion" is critical in this industry and ASOS's strategy is to "fundamentally change the way customers live and shop for fashion on mobile." In order to do this, ASOS created a campaign using the hashtag #AsSeenOnMe. The hashtag is most commonly used amongst bloggers and normal everyday people on Instagram whereby the audience are able to share their latest purchases. This user-generated content combined with commerce enables the customer to easily "shop the look" making the buying process much easier.

These days there's an app for everything, so it was no surprise when ASOS also introduced one. It was downloaded 3.2 million times in the first half of the year according to The Drum, (2016) and the company has seen 51% of sales take place on a mobile device. The app uses in-app push notifications to alert the customer about the start and end of sale events whilst on the go. It is an effective strategy and is almost "exclusive" for users of the app in the sense that you are made aware of the promotion almost immediately as opposed to relying on manually visiting the website to see what offers are on.

Using information from both the website and the app, ASOS are able to build a profile around their most frequent customers. By analysing the consumer's search habits, ASOS are able to understand that individual's buying behaviour including variables such as style and trends. This information is then collected and as a result, ASOS can suggest similar items that the customer may also be interested in purchasing. 

All of these factors have contributed to the success of the company. ASOS depend on digital communication in order to keep on top of a growing online market. It is a competitive industry that will continue to develop and expand in years to come. ASOS are ahead of the game for one particular reason and that is down to how they've established themselves on their digital platforms. ASOS have focused on maintaining a strong identity by staying active whilst maintaining a functional yet engaging service. 

Clothes Show Live 2016!

Living in Birmingham means it's a bit of a no brainer to attend  The Clothes Show when it's right on my doorstep! This was my second year going and it didn't disappoint!

WHERE DO I START???

I really recommend making a full day of this event especially if it's your first time going! It usually starts around 9am and in that way you can beat the crowd later on - it also makes the experience a lot more enjoyable!

The Clothes Show is your one stop shop for all things fashion and beauty! There are a crazy amount of stalls (branded and independent) - you're going to need a couple of hours just to get through them! From Russian hats to Christmas decorations - you're bound to find something to take your fancy!

My favourite part of the day was The Alcatel Fashion Show - combining fashion, music and dance in one place whilst promoting the latest collections from the likes of Topshop and Boohoo. Lasting approximately 45 minutes, you will LITERALLY not take your eyes off the stage! 😼

I won't lie when I say that the main reason that I love going to events like this is because of the amazing line up they have every year 😇.  You can meet a range of celebs and bloggers from TOWIE's Fearne McCann to the UK's top fashion blogger at the moment - Sarah Ashcroft! (Be prepared to queue for a hell of a long time to get a photo though!)

Now at a place like this, it is impossible not to see hundreds of girls with their hands full of shopping bags. It's quite easy to be sucked into buying a goody bag from a brand for only a tenner or whatever but actually if you think logically (which I rarely do), you can buy a few different ones and give them as stocking fillers or Christmas presents - you're welcome! 😊

*A couple of hours later*  I was absolutely knackered, my legs were aching and all I wanted to do was go home and sleep. However, I would be completely happy to do this all over again! The Clothes Show is the ultimate girls day out!

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