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Concealer sales have nothing to hide

BY Antoinette Alexander

Product innovation and a desire for flawless-looking skin fueled double-digit sales of concealer at food, drug and mass.

Concealer sales rose about 10% to more than $25 million for the 12 weeks ended Sept. 4 at food, drug and mass (excluding Walmart), according to data from SymphonyIRI Group.

Leading the way, according to SymphonyIRI Group, is Maybelline’s Instant Age Rewind concealer. In July, the manufacturer broadened its Instant Age Rewind collection and launched the new Instant Age Rewind Eraser Dark Circles Treatment concealer, which features an anti-aging formula to erase dark circles, puffiness and fine lines.

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Sales show no signs of clumping

BY Antoinette Alexander

Mascara is a beauty essential that very few women will go without. After all, what woman doesn’t want long, lush, sexy lashes? Looking ahead, mascara sales show no signs of clumping.

According to data from SymphonyIRI Group, sales of mascara rose nearly 6% to nearly $600 million at food, drug and mass (excluding Walmart) for the 52 weeks ended Sept. 4.

Meanwhile, manufacturers continue to innovate and develop new mascaras that take lash length and volume to new heights.

For example, Maybelline New York launched in September its new Great Lash Lots of Lashes mascara, which features a little grabber brush. The heart-shaped elastomer brush is designed to simplify the application process and, in just one swipe, easily reach the inner and outer corners of the eye. The suggested retail price is $6.49.

For spring, Coty’s Rimmel London brand has created its new Volume Flash ScandalEyes Mascara. It is made with a supersized blend featuring triple the collagen and keratin of other mascaras on the market. Plus, the new MaxDensity brush is longer, wider, denser and 50% bigger than Rimmel’s biggest brush. The suggested retail price is $6.99.

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Eyeing growth

BY Antoinette Alexander

The eyes still have it and, judging by the numbers, so do the eyebrows.

Well-groomed brows can open up the face and help eyes pop, and according to data from SymphonyIRI Group, sales of eyebrow makeup rose nearly 5% during the 52 weeks ended Sept. 4 at food, drug and mass (excluding Walmart).

Meanwhile, sales of eyeliner rose nearly 7% during the same period. The continued development of eyeliner that promises to offer pinpoint precision and glides on easily will help further fuel sales.

It is likely that sales of both eyebrow makeup and eyeliner will continue to see growth going forward as women strive for sexy, sultry eyes that are bound to make him melt.

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