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Color Cosmetics: A Comeback Story

By: Briony Davies
Posted: November 8, 2007, from the November 2007 issue of GCI Magazine.

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In terms of innovation in developed markets, this has meant a particular focus on mascara. Formulations are getting thicker, longer lasting and appearing with added benefits—such as curling, moisturizing and effects that make lashes appear fuller, longer or more defined. Delivery formats have come into their own in this subsector, with the emphasis on developing new brushes that work with the product for improved results, further enabling manufacturers to increase unit prices. A new generation of geometrically shaped mascara applicators has been turning up at department store cosmetic counters and drugstores across the developed markets. Some of the new brushes have unevenly notched nylon bristles that make them resemble corrugated toothbrushes (e.g. Maybelline New York’s Lash Stylist). Other brands are replacing rigid fiber brushes with flexible plastic combs or rubbery prongs (e.g. Chanel’s Inimitable mascara).

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