The tri­umphant re­turn of the nos­tal­gic ‘nana brands’

As Yard­ley and Avon see sales in­creas­ing, it looks like Granny re­ally did know best. So­nia Haria re­ports

The Sunday Telegraph - Stella - - CONTENTS -

EVEN FOR THE MOST sea­soned beauty junkie, it’s hard to keep up with the rate of new brands launch­ing ev­ery week. But this year there seems to have been a re­vival of old-school favourites that have stood the test of time. The la­bels you re­mem­ber from your granny’s or mother’s dress­ing ta­ble are now en­joy­ing suc­cess with a younger au­di­ence.

Take Yard­ley, for in­stance. Over the past few decades it has qui­etly re­tained a cer­tain pop­u­lar­ity as an af­ford­able Bri­tish brand with flo­ral fra­grance of­fer­ings. But re­cently, The Per­fume Shop has re­ported that sales of Yard­ley have al­most dou­bled in a year. ‘Clas­sic scents have a strong sense of nos­tal­gia and re­mind cus­tomers of their child­hood or of loved ones,’ says the chain’s trading direc­tor An­drea Rickard. ‘We’ve seen a big spike in mil­len­nial cus­tomers who love those flo­ral fra­grances.’

But Yard­ley isn’t the only brand mak­ing a come­back. Sales of Avon have come a long way since its door-knock­ing days in the 1980s; in fact, it’s lead­ing the way with in­no­va­tion. It has just launched the first beauty app to use a unique colour al­go­rithm to ac­cu­rately match make-up to any skin tone. Wel­come news for the 70 per cent of Bri­tish women found to have been buy­ing the wrong base, ac­cord­ing to the brand’s re­search.

And her­itage la­bels don’t get much chicer than Buly. The apothe­cary brand be­gan life in Paris in 1803 and was re­vived in 2014. Since then, it has opened stores around the world, in­clud­ing an im­pres­sive space in Sel­fridges, Lon­don. With vin­tage phar­macy coun­ters stocked with orig­i­nal vials of fra­grance, it’s nos­tal­gic charm at its finest.

Right Vin­tage mag­a­zine ad­verts from Yard­ley in the 1950s. Far right Avon in the 1960s

Newspapers in English

Newspapers from UK

© PressReader. All rights reserved.