Cosmetics: Mascara tech innovation helps volumize makeup

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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Comments

- 1:58 PM
thopkins says

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.

- 4:36 AM
jenningsroger64 says

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.

- 8:05 AM
carlolisa says

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

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- 7:09 AM
sidkof says

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

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