3INA (pronounced “Mina”, which means “hot girl”) has been founded by Pablo Rivera and Mark Eve, both retail experts and marketing gurus with a proven track record in the fashion industry. They announced global launch and already rely on several large retail families who are strategically placed to execute their plan.
3ina is offering a different approach to beauty-producing products with a quick turnaround, making it easily accessible to consumers. While new lines designed by cosmetic giants can take up to three years to produce, the company runs on a business model which allows them to place new products on the market in four months. As a consequence, women have access to trends as they’re happening.
On top of that, 3ina pricing policy is “masstige”, in between mass market and prestige.
The company has tapped the MarioTestino+ agency as creative consultant to oversee brand identity, trends and vision to get the message across : 3ina empowers women rather than dictates them fashion codes.
3ina has recently opened its 3rd European flagship store in Milan (following Athens and London). Contrary to Kiko, 3ima focuses on a small number of flagship stores instead of a large retail network of physical stores wherever possible. The brand store concept is both slick and technological. It feels like you step into a rainbow.
E-commerce is also in the cards, with the brand expected to launch its website and its app next summer. Considering that millennial women are a prime target audience, 3ina’s ability to engage them online is undoubtedly a key factor of success.
After NYX (read the article I wrote about the first Nyx store recently openedin Paris), 3ina is now set to complete with Kiko on the fast-makeup market. Fierce global competition ahead.