Changes are afoot in the Eyeko world. If you've been onto their website recently you'll have noticed that the Eyeko that's been around since 1999 has waved good bye to its uber girlie, slightly sickening sweet, identity and ushered in a more sophisticated and simple approach. I was historically always a little bit put off by Eyeko because the range looked like it was intended for my 15 year old self - it's not always a good look to be carrying around a bright pink, chunky lipbalm with a big cartoon face on it. They became a bit of a cult favourite in the bloggersphere for making great products at reasonable prices and the only way seemed to be up... So why have they scrapped everything and pretty much started from scratch?
Eyeko are completely revolutionising their brand, to the point where it's almost unrecognisable. Gone are the Fat Balms and nail polishes that were so adored. Gone for good. Now it's all about 'putting the eye in Eyeko' and the focus is on mascara, eyeliner and eyeshadow. That's a pretty bold step, to completely discontinue your most successful products. They must be crazy! Not only that, but the brand design is a lot simpler, more sophisticated and approachable (gone are the penny sweet pink and bows/hearts/flowers,) taking the whole identity back one step to something that's got longevity. The Eyeko shield becomes the focus, the colours are a lot more muted and everything looks that little bit more premium.
Another noticeable change is that you can no longer get Eyeko in Superdrug. Now you can pick up your Eyeko goodies in Harvey Nichols.... Harvey bloody Nicols! This is the only brand in history to have moved that way, especially moving into one of the most prestigious and luxurious department stores in the UK. Eyeko has become a whole new experience and they're investing in their future. The prices reflect the new identity too, with mascaras going back up to £15 each (something that's been causing quite a stir already,) and a consultant helping you to choose the perfect products for you. This is a really brave move by the brand and one which I hope pays off. I'm 100% more likely to buy into the brand now than I was before, so in that respect it's done its job well... I can't wait to see what else they've got in store and how Eyeko progresses over the next year or so. Will this go down as the bravest move in beauty ever, or the worst?
What do you think? What do you love about Eyeko and what will you miss?
PS - These are three new mascaras as part of the new range which I'll be reviewing at a later date!