Thursday, 28 January 2010

Boutique Brand Discovery - Jelly Pong Pong

Jelly Pong Pong, founded by Susan Chyi, has a cute name designed to invoke the playful, eccentricities that lurk within.

Gift Bag

According to the website "Jelly Pong Pong places an ardent emphasis on creating products which evoke the dreamer in you & which clearly defines what it means to be passionate about cosmetics. With such pride in our creation comes a focus on product integrity & efficacy. Great-quality products that work."
The packaging doesn't take itself seriously and is cute - needs a little refining from a graphic design point of view, but very cute nonetheless for a small brand. The ideas are lovely, and I could see this brand evolving into a new Pout - RIP : ( or Stila, Too Faced or Benefit style brand if it can survive in the saturated cosmetics industry. I suspect that at this stage this brand has had a minimal budget for design, production, photography and website but you can see that the idea behind Jelly Jelly Pong Pong is full of inspiration, creativity and passion.
The lovely boutique brands for colour cosmetics are fabulous, and I take my hat off to any make up entrepreneur, as it's a jungle out there. For anyone starting out, my thoughts are this: keep you range small.
Have a "hook" product and design the packaging, marketing and site around this and do it well from the start. It's a lot easier to keep an inventory of 2 products and displays and pay for packaging, design and advertising than it is for 40 products/shades. It also gives an icon product to the general market place, so that they will say "Oh they do such and such product". Beauty Editors will remember, as will your target market. Think of Benefit's Benetint or Nar's Blush. Its a lot easier to aggressively market a single idea than lots of them. It's also a lot cheaper.
Finally look at brands that have survived and work out what is different about each one. It might be that the founder is an incredible self promoter and business person or that the brand has lots of celebrity clients and money behind it. Or in some cases, it could just be a right place, right time situation.


  1. Love Jelly Pong Pong

  2. Really great post and tips on starting a makeup line. Absolutely agree - thank you! Love your site - eye candy and totally inspirational!