Consumers swipe on new products with added benefits

What is the product that many beauty enthusiasts would choose as their top pick if they could choose only one beauty product to wear? Congratulations if you guessed mascara.

Market research company Lab42 conducted in May a study among 400 millennial women, ages 18 years to 34 years, to reveal all things beauty. Among the findings: Mascara was the No. 1 product they would wear every day if they could choose one.

So what do women want in their mascara? According to a report by The NPD Group, which tracks prestige beauty, thickening/volume and lengthening are the most important mascara benefits. Anti-clumping follows closely, with 56% of mascara users rating the benefit as important. Defining — meaning, separates lashes — and waterproof or water-resistant round out the top five mascara benefits in terms of importance among women overall.

Looking to bring the latest innovations to market, beauty manufacturers are far from resting on their laurels. In early 2013, L'Oréal Paris debuted the look of lash extensions in a tube with the launch of its Telescopic Shocking Extensions Mascara. Now, the beauty brand has introduced a new Carbon Black shade offering for an even more dramatic look. In addition, L'Oréal Paris just introduced its new Voluminous Million Lashes Excess Mascara, which it positions as Voluminous Million Lashes "with a kick." This new mascara features the same Clean Sweep Wiping System as Million Lashes but has a bigger brush to deliver maximum lash separation in one coat.

LashDip, a semipermanent lash enhancement line that uses gel-based coating for lush lashes, has announced the launch of its first retail line. It is not a lash extension or a strip; rather it is a weightless, gel-based coating that delivers all the perks of mascara but lasts for weeks. The easy-on, easy-off formula, which is available in five different colors, is designed for use over professional LashDip application, naked lashes or LashDip's strip lashes.

And earlier this year, Revlon introduced its new Lash Potion, which is infused with strengthening proteins to give lashes volume and length. It also features an "illusionist wand" with wide grooves to coat lashes and triple brushes to comb through for clump-free length in one swipe.

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