There are some beauty products that are so familiar,so iconic,that you simply can't imagine them not existing: Benefit's Benetint and Clarins' Beauty Flash Balm,to name but two.Hero skus indeed.Superhero skus,even.But in recent years,such standalone products have become vanishingly rare.The recent line extensions to Weleda's iconic Skin Food confirmed this.Until recently,the multi-purpose treatment cream had remained unchanged since its launch in 1927.Now there are four: a light version,lip butter and body butter.But what are the new lines adding to the superhero sku's power? And are they actually diluting it? Competition in the beauty industry has sped up exponentially in the last five years.Social media's thirst for new content has driven the launch of more brands,products and formats-more everything.But for legacy brands that move less quickly than entrepreneurial ones,it has meant more brand extensions.As an agency,we've given a great deal of thought to brand extension.In our design monograph,Stretch,we dissected it into three key types: Migration(shifting across and into alternative categories such as Christian Louboutin's Louboutin Beaute),Marriage
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