With the new Dior Addict lipsticks I was almost paralysed with indecision because there are just so many colours in the line (54 at launch). Finally, I just plumped for the one Kate Moss is wearing in the advert (thank god for Kate).
This got me thinking; do you like a huge amount of choice in a range, or is too much choice overwhelming? I similarly found the Boadicea The Victorious line difficult to navigate, because there are so many different fragrances in the line that all sound quite similar from the notes. Michael Boadi's new fragrance enterprise, Illuminum, is a much tighter line with only 8 fragrances in it (the new Duchess of Cambridge is said to have worn the White Gardenia Petals from this line on her wedding day).
From a cosmetics company point of view, a wide range may be a good thing because it means that a customer is likely to be able to find the colour (or scent) that they are looking for, and it also means that if a customer likes one of your products, they've got plenty of others to choose from if they decide to buy more. It can backfire though as it means that a line does need to hold more stock in order to keep all the choices available; there's not much point in having 40 colours to choose from if you only ever have 20 of them in stock. This is something that Le Metier de Beaute suffered from in the UK. It's also quite a risky strategy: Rock and Republic launched a huge cosmetics line all in one hit, admittedly unfortunately right at the height of a global recession hitting, and withdrew it from physical shops within a couple of years, and from the UK altogether.
For me, I think about twelve colours or fragrances in a line launch is the optimum number. It's enough to give choice, but not too much to be overwhelming.
Do you prefer lots of choice in a range, or do you find it to be too much?