Eye

Mass market doors might not be the prime destination for all beauty products, but there are market wedges the channel dominates. An example is color cosmetics, where brows and lashes are leading the charge to attract shoppers. Bath sales are also bubbling again as drug stores wrest customers away from mall-based specialty stores, while also nabbing licensed hits that score big with parents. IRI tracked double-digit increases in the category over the past year.

Artificial eyelashes are an important accessory for many celebrities. Among those accenting their eyes with a little help from lashes is Naomi Watts. According to her makeup artist Mary Wiles, Watts has worn Ardell Double Flare Lashes.

Celebrities aren’t alone when it comes to donning fakes. Sales of artificial eyelashes packaged with adhesives rose 31% to $157 million, according to IRI data for multi-outlet retailers for the 52-week period ended March 19. Eyelash adhesives kicked in another $30 million and showed growth of 24%.

NEW YORK — L’Oréal USA on Wednesday shared the progress it has made in its sustainability efforts, Sharing Beauty for All.

The achievements include 100% renewable electricity for its U.S. manufacturing, an 84% reduction in carbon emissions and a slashing its water usage 52%. Additionally, the company’s waste per finished product has been reduced by 43%, as it simultaneously makes improvements in package design.

Drug chains are editing existing product assortments to clear more space for up-and-coming brands that court back shoppers who may have migrated to specialty stores. Several categories are heating things up in the beauty aisles, especially Korean beauty. Kline research reveals the category is growing at a 30% annual clip, and chains are seeking the right items to introduce more shoppers to the innovative and effective Korean entries.

NEW YORK — Sundial Brands’ Shea Moisture is looking to reach beauty shoppers looking for personalization with its latest launch. The new SheaMoisture Beauty Hack, currently available only at Ulta, is a three-step system that allows consumers to customize their hair, body and facial care routines.

WOONSOCKET, R.I. — CVS Pharmacy, looking to meet growing shopper demand for Korean beauty products, is launching its K-Beauty HQ at 2,100 stores nationwide starting in April, the company announced Wednesday.

K-Beauty HQ will include more than 100 new products from South Korean beauty brands, several of which are exclusive to CVS. To curate the collection of skin care and makeup products, CVS Pharmacy said it worked with Korean beauty expert Alicia Yoon, who founded online beauty store Peach & Lily.