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BEAUTY CARE

CoverGirl’s exhibitionist line puts lips on full display

BY Gisselle Gaitan

Lips are on full display thanks to CoverGirl’s latest release of lipsticks and lip liners.

The brand’s new exhibitionist line contains 48 highly pigmented shades of lipstick in three finishes — metallic, demi-matte and cream — that help consumers create their desired beauty looks.

Lip liners in the collection also are available in eight richly pigmented shades that match the line’s lipstick shades and help color stay in place without feathering, smudging or smearing, the company said.

Twelve of the line’s metallic lipsticks include the Razzle Dazzle, Flushed, Call Me, Can’t Stop, Ready or Not, Getaway, Rendezvous, Stop the Press, Steal Deeper and Don’t Tell shades.

The nine demi-matte shades in the line include Ying-Yang, Streaker, Trending, Just Sayin, Worthy, Infamous, Bestie Boo, Feelings and Peacock.

Lastly, the collection’s 27 cream shades of lipstick feature the Dulce de Leche, Crème, Champagne, Caramel Kiss, Honeyed Bloom, Sultry Sienna, Tempting Toffee, Romance Mauve, Coffee Crave, Decadent Peach, Succulent Cherry, HOT, Seduce Scarlet, Euphoria, Spellbound, Tantalize, Delicious, Enchantress, Verve Violet, Coquette Orchid, Yummy Pink, Sweetheart Blush. Darling Kiss, Temptress Rose, Delight Blush and Bombshell Pink colors.

In the realm of lip liners, the In the Nude, Caramel Nude, Paradise Pink, Rosewood, Cherry Red, Garnet Red, Marvelous and Plum Partner shades also are featured in the collection.

CoverGirl’s exhibitionist lipsticks and lip liners retail from $5.99 to $7.99 and can be found in mass market, drug store, food and e-commerce retailer’s nationwide.

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Sephora celebrates U.S. anniversary with two-day event

BY Gisselle Gaitan

Sephora is celebrating a major milestone by announcing a two-day “House of Beauty” event that will be taking over Los Angeles in October.

The beauty retailer is marking its 20th anniversary of debuting in the United States with the launch of Sephoria, a highly immersive beauty event that will fuse high-touch physical and digital experiences together.

Sephoria will offer attendees the opportunity to learn, get inspired and play in the world of Sephora, the company said. The theme “House of Beauty” invites guests to literally unlock a new experience behind every door.

The event features interactive rooms with immerse beauty lovers, including new and existing clients. The retailer’s beauty advisors, media and influencers, and more than 50 of its prestige beauty brands also will be on hand at the event.

Guests will able to create and share their own beauty adventures by exploring new inspirational looks, testing and trying hundreds of products, and learning how to master new makeup techniques.

“At the heart of it, Sephoria sets out to celebrate the often indescribable euphoria you get from playing in the vast world of beauty — from discovering game — changing products or trying out a new look to engaging with digital technology that takes personalization to a whole new level,” Deborah Yeh, SVP of marketing and brand at Sephora, said. “We’ve drawn from our deep understanding of the kinds of physical and digital beauty experiences clients love from Sephora, and set out to create the ultimate event that fuses fun, education and inspiration, and gives our community a place where they can live out all of their beauty fantasies.”

Sephoria’s launch will include a 360-degree marketing campaign that will begin later this month and a collaboration with influential top-tier beauty ambassadors, who will help fuel excitement and awareness, the company said.

The two-day celebration will take place at the Majestic in Los Angeles from Oct. 20 to 21. Ticket sales, which will feature three-tiered options, begin on July 21 and special offerings for Sephora’s Beauty Insider Rouge and VIB Loyalty members will be available in advance as well.

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Revlon to launch prestige beauty brand

BY Gisselle Gaitan

Revlon is making an even larger splash in the world of beauty.

The brand recently announced that a new prestige makeup line, Flesh, will be hitting Ulta Beauty shelves this summer.

Consisting of such beauty must-haves as 14 highlighters, eight blushes, 30 lipsticks and 40 shades of foundation, the line was created by Allure Magazine founder and current Revlon chief creative officer Linda Wells.

“It’s really focused on the idea of flesh being all flesh colors — we’re redefining the notion of what flesh color really is and having it be inclusive on every level … Now, 40 foundations has almost become the industry standard, but it’s really broadening that conversation and proposition out to other products as well,” Wells said in an exclusive interview with WWD.

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There’s been a ripple effect in the beauty industry as consumer demand for inclusivity has been at an all-time high, given the popularity and praise of Rihanna’s Fenty line, which was met with after making its debut in 2017, with 40 shades of foundation. The message has trickled down to other brands, as CoverGirl was the latest brand to announce a shade expansion in its TruBlend Matte Made foundation line. Now Flesh will be the next to follow suit and create inclusive products for all its consumers.

It also is being reported that the prestige brand hits Ulta Beauty’s website on June 24, and over 500 retail shelves on July 8. Prices also will range from $18 for lipstick and $38 for eyeshadow palettes.

To keep up with the latest developments on Flesh, consumers can take a peek at their social media pages.

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