That stops today.
Eyeko.com as archived by the Internet Wayback Machine, August 26, 2010 (although I bought the mascara around March this year and it was still around £8...)
You know when it's nothing personal, and it's not you, it's me and all those other platitudes you'd say when breaking up with someone? All of the above to Eyeko. Oh, and no offence.
You see, Eyeko, the makers of the beloved mascara, realised a few days ago that the blogosphere is raging about their current price hike. Even the people that don't like the mascara. Even the people who don't really care about Eyeko at all. You see, Eyeko, news travels fast and most of us aren't happy.
Eyeko were quick to respond to the rumblings of discontent on Twitter by pointing them to a blandly written post (obviously sweetly signed off with the phrase 'love Eyeko', as if expressing devotion to the 'fans' while conveniently hiding behind a brand name wasn't patronising enough). To quote Eyeko in their twee excuse-fest (which you can read in its entirety here):
Eyeko Mascara for Big Eyes launched in 2001 in top stores like Selfridges and Harrods London. At that time the price was £15. Over the years we have changed the packaging, tweaked the formulations and moving forward we are offering you a more premium product.
Let's pick it apart.
Eyeko Mascara for Big Eyes launched in 2001 in top stores like Selfridges and Harrods London.
- Great, and so what?
At that time the price was £15.
- So why was the price of the mascara dropped to £5, and then later raised to £8? My extremely limited business experience (watching The Apprentice) would see dropping the price as a negative... And anyway, just because it was £15 once doesn't mean doubling the price is appropriate after you yourselves dropped your own prices.
Over the years we have changed the packaging, tweaked the formulations and moving forward we are offering you a more premium product.
- Yes, and the latest formulation before this new launch was terrible and prompted me to stop buying your products at all.
We have read your comments on the new price of Eyeko Big Eyes Mascara. Our best-seller has been revamped and upgraded. The new price will reflect a better, reloaded formula that creates even bigger, longer and fuller eyelashes. We aren’t increasing the price, what you’ll see and experience is the NEW Eyeko Mascara for £15. You can still find the current version of Big Eyes mascara in the London Eyes Set.
We have read your comments on the new price of Eyeko Big Eyes Mascara.
- Not sure I believe you...
Our best-seller has been revamped and upgraded. The new price will reflect a better, reloaded formula that creates even bigger, longer and fuller eyelashes.
- No. Now I definitely don't believe you.
We aren’t increasing the price
- Whoopsy daisy! It appears you're tripping over your own excuses here... Let me help you up!
You can still find the current version of Big Eyes mascara in the London Eyes Set.
- How helpful! To get hold of your old mascara, I now need to buy a set worth (relatively speaking) £28 for the sake of a mascara.
The thing is (and this is the real kicker), if I'm going to pay £15 for a now likely-to-be-average mascara (which used to be good, by the way, but the price kind of sours that a bit), I'd frankly do a u-turn and head straight to the nearest YSL/Dior/Estée Lauder counter, hand over an extra fiver and get a mascara that has established the brand to go along with the price-tag.
Don't read me wrong on this post - don't see me as being overly-combative or cantankerous (although I can be, so you might be justified). What really gets me about this price hike isn't in fact the money, or the continual promises of bigger! better! MORE AWESOME! formulations, because those have never happened in the past. What did bother me is the self-apologetic blog post about it, and the patronising way we were told to be excited for the next big venture. In light of all the Ambassador programme scam drama, you'd think they would've stopped trying to make excuses by now and tell us straight what we're getting. As long as you tell me I'm receiving a sub-par product at an inflated price and I buy it - well more fool me.
Drop the shovel, Eyeko, and step away from that hole you're digging before it's too late.
What's your view?