With the fall and winter seasons quickly approaching, eye color cosmetic products are becoming more durable and multi-faceted to last through the change of seasons. The Mintel Global New Products Database (GNPD) highlights the latest eye cosmetic advancements.
Chanel Inimitable Mascara has hit store shelves and claims to have a sophisticated formula that does it all. This multi-dimensional mascara separates lashes using a special brush with elastomer bristles that allows flexibility during application. This ultimately leaves lashes with volume, curl and length. The brush also provides coverage from base to tip, delivering long-lasting color. Inimitable Mascara is available in Noir-Black and Noir-Brun shades in the US.
For a new “angle” on mascara, BeneFit in the US offers its Get Bent Wonder Lifting Mascara. Touted as being a push-up bra for lashes, this product has a unique brush that is scientifically angled to enhance lash appearance. The brush lifts each lash and infuses it with jet-black long lasting mascara that supports lashes all day. This mascara also enhances the curl and length of lashes. Additionally, users can apply as many coats as desired. It can even be applied over existing mascara for a brand new makeover.
New from Ere Perez Natural Cosmetics is Natural Almond Oil Mascara. This ethical mascara is infused with organic beeswax and organic almond oil to lengthen and strengthen the structure of eyelashes. Almond oil has a rich concentration of moisturizing and penetrating properties, therefore making it a key element for nourishing lashes while improving their appearance. It is also naturally enriched in vitamins A, B and E and is not tested on animals. This lash treatment also provides fullness and definition without smearing or flaking, complete with a waterproof formula that can withstand most forms of precipitation. Natural Almond Oil Mascara is available throughout Australia.
Under a brand of the same name, Bourjois has released its Yes To Volume No to Clumps Mascara in the US. It features an innovative buildable volume formula for customized lash volume. Retailing in a Noir Insoumis 31 (Strong Black) shade, the clump-proof mascara has a unique comb applicator that separates lashes while delivering collagen-enhanced mascara to each lash. The end result is thick lashes that are clump free. This product is ophthalmologically tested.
Shiseido Fitit in Japan has taken a novel approach to eyeliner with the reformulation of its Majolica Majorca Neo Automatic Liner. It comes in the form of a felt-tipped pen and has a non-conventional formula that is adhered to skin immediately after it is applied. This long-lasting eyeliner is waterproof and comes in seven shades. Per the packaging, Neo Automatic Liner “fulfils all your wishes.”
Albion Exage Eprise has launched Cartridge Eyeliner. In essence, this product is an eyeliner that’s housed in a plastic cartridge that can be fixed onto a holder (that is sold separately) for easy application. It allows consumers to interchange any of the five available colors while still using the same convenient holder. The eyeliner can be dispensed as necessary and does not require sharpening. Although this product was launched in Japan, its innovation has the ability to prosper globally.
The Mintel Global New Products Database (GNPD) tracks new product launches, trends and innovations internationally. For additional information regarding GNPD, visit www.gnpd.com or call Mintel International at 312-932-0600.
