BEAUTY CARE

Cosmetics: Mascara tech innovation helps volumize makeup

BY Antoinette Alexander

Thanks to technological innovations within mascara, the category has driven sales of eye makeup, and looking forward, mascara formulas that are infused with eyelash-enhancing treatments and packaging that offers greater customization not only will volumize lashes but also sales at retail.

Following a trend ignited by the early 2009 launch of Allergan’s Latisse, which was marketed as the first and only Food and Drug Administration-approved prescription treatment that grows lashes, mass market beauty brands now increasingly are infusing new mascara launches with eyelash-enhancing treatments.

There’s the new Rimmel London Lash Accelerator mascara from Coty. It is Rimmel’s first mascara with a Grow-Lash complex, which promises that lashes will look up to 80% longer instantly and after 30 days of continued use, will appear up to 117% longer.

Revlon recently launched its Revlon Grow Luscious mascara with a lash-
enhancing formula. According to Revlon, 96% of women using the mascara saw instantly longer, fuller lashes.

Rimmel London also has rolled out its new Glam’Eyes Day 2 Night mascara, which offers length for day and volume for night. The secret: a double cap that allows for complete lash customization. The pink cap is for a lengthening formula (up to 75% more length), and the black cap is for a volumizing formula (up to 12 times more volume).

 

The article above is part of the DSN Category Review Series. For the complete Cosmetics Buy-In Report, including extensive charts, data and more analysis, click here.

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S.AFFILIATES says:
Jul-03-2013 07:09 am

Thanks to technological innovations within mascara looking forward, mascara formulas that are infused with eyelash-enhancing treatments and packaging that offers greater customization volumize. Power Precision

p.precision says:
May-15-2013 09:38 am

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C.Lisa says:
Mar-04-2013 08:05 am

I never used Colossal mascara, but yes, the colossal Kajal is just awesome. Furniture Care

R.JENNING says:
May-24-2012 04:36 am

The Glam’Eyes Day 2 Night mascara from Rimmel is really a great product. The pink and black cap system that it has is really great.

t.hopkins says:
Apr-06-2011 01:58 pm

I love my Revlon mascara. It really makes my eyelashes appear with more volume. It has been part of my daily make up. But been thinking about latisse or to buy bimatoprost. My friends told me it's a great option.

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NFL star ‘axes’ hair

BY Antoinette Alexander

NEW YORK — Unilever’s Axe brand is working with the NFL’s St. Louis quarterback, Sam Bradford, to promote the launch of its new Axe Hair Buzzed Look cream + SPF 15.

To promote the launch, Bradford, the NFL’s 2010 No. 1 overall draft pick and Rookie of the Year candidate, took his hair style from shaggy to a short buzz, courtesy of Axe Hair.

"I’m always changing up my style — my ritual is to grow my hair and cut it off at the end of each season," Bradford said. "This time I’m doing it the right way by working with Axe Hair, who’s giving me a new buzz look."

The new Buzzed Look cream + SPF 15 is the brand’s first-and-only product with SPF to help protect guys’ scalps from UVA/UVB rays, while keeping hair soft and touchable, the company said. The product launched at retail in February and has a suggested retail price of $5.99.

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White peach scent added to Dial’s NutriSkin lineup

BY Antoinette Alexander

NEW YORK — Henkel’s Dial brand has launched for 2011 the new Dial NutriSkin white peach and shea butter body wash with seven bionutrients.

The formula has a white peach fragrance and is infused with such ingredients as vitamin C and E (antioxidant ingredients), omega-3 and 6 (moisture balance), amino acids (builds moisture), electrolyte minerals and mineral water.

The new Dial NutriSkin white peach and shea butter body wash with seven bionutrients has a suggested retail price of $3.99 for a 16-oz. bottle and $4.99 for a 21-oz. bottle.

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