Skip to main content

Cosmetics: Mascara tech innovation helps volumize makeup

2/1/2011
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.
X
This ad will auto-close in 10 seconds