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Going mainstream with education

BY Antoinette Alexander

Thanks to trend-setting celebrities touting faux lashes and beauty companies creating styles to suit everyone, false lashes are no longer a beauty faux pas.

(For the full report, including charts, click here.)

Manufacturers are hoping that the momentum to mainstream continues, and they remain hard at work to educate consumers, make the segment easier to shop at retail, enhance application and create styles that are suitable for all tastes. This is important because, despite the growing acceptance, there’s still some hesitation among shoppers and room for more consumer education.

While some may take their look up a notch with more wild lash styles, there’s no doubt that the more natural-looking styles are the most popular.

Beauty brands also are working to make lashes even easier to apply and to communicate that with shoppers. Not everyone wants to use a glue, and it may seem a bit intimidating to some, so having a self-adhesive option is important.

The bottom line is that, going forward, education and communication will remain important to help fuel category growth.

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Natural alternative for stretch marks

BY Antoinette Alexander

Leveraging the moisturizing benefits of argan oil, cocoa butter, coconut oil and shea butter to help battle stretch marks is derma e’s new Stretch Mark Crème.

(For the full report, including charts, click here.)

The formula is positioned as a natural alternative for stretch marks and, according to the company, is proven to visibly diminish the look of stretch marks, improving texture, color and overall appearance.

The new derma e Stretch Mark Crème is hypoallergenic, 100% vegan, paraben-free, GMO-free, gluten-free and retinol-free.

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SheaMoisture adds prenatal care

BY Antoinette Alexander

SheaMoisture has expanded its portfolio with the new Raw Shea & Cupuaçu Mommy Collection.

(For the full report, including charts, click here.)

The new prenatal care line includes Stretch Mark Butter Cream, Stretch Mark Intensive Repair Oil, Soothing Nursing Balm, Firming Massage Lotion and All Over Body Scrub.

The products, which are created from family recipes carried down from the grandmother of SheaMoisture founder and CEO Richelieu Dennis, are made with natural and certified organic ingredients. Ingredients include certified organic raw shea butter sourced from women’s co-ops in Northern Ghana, Amazonia cupuaçu and pistachio oil.

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