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.