New beauty collections draw eyes, sales at mass

Antoinette Alexander

Judging by some of the launches for early 2010, cosmetics manufacturers are going for glitz and glamour, with vibrant sapphires, violets, turquoise and more.

The new eye-catching collections, coupled with increased efforts to beautify beauty departments at mass, bode well for shoppers looking to trim spending by purchasing beauty at mass. Recent research by Kline & Co. stated that “around the world, chain drug stores have dramatically increased floor and shelf space for beauty products, and introduced a more posh shopping environment that mimics the feel and service levels of specialty or department stores, but with the convenience of drug stores, to lure customers. This has helped spur growth of 5.4% through the channel, still ahead of the market’s overall 4.7% growth.”

One such manufacturer looking to bring top runway beauty looks to mass is Maybelline New York with its new Eye Studio collection, which hits the shelves in January. Eye Studio features exclusive first-to-market formulas, statement-making shades and on-trend packaging.

For eyes, there are two new shadows, gel eyeliner and mascara in four different formulas. Color Plush silk eye shadows mark the first at mass to use wet technology for high color. Color Pearls marbleized eye shadow is the first dual marbleized shadow on the beauty aisle, and it combines concentrated pigments with uncrushed swirls of pearl for a shimmer effect. There’s also new Shine Sensational lip gloss, Instant Age Rewind products and Lash Stiletto voluptuous mascara.

Meanwhile, Coty Inc.’s Rimmel London is celebrating 2010—which marks the makeup brand’s 10th year in the United States—with its biggest spring launch comprised of seven new products that are expected to be in full distribution by March.

To give eyes a pop of color, there’s the new Mono eye shadow in six new glam shades: Glam Ice, Spicy Bronze, Posh Peacock, Night Jewel, Royal Violet and Celestial Sapphire. Additional new Rimmel products for 2010 include Max Volume Flash mascara, Moisture Renew lip color, Royal Gloss delicious lip gloss, Blendable blush, and Blendable blush and highlighter, and Lasting Finish Pro nail enamel.

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