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SLIDESHOW: Highlights from CEW's Product Demo

Contact Author Jeb Gleason-Allured
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  • CEW recently held its annual Product Demo in Manhattan, featuring more than 800 products from indie startups and top multinationals, providing a view of where the industry’s innovation is heading. Here, Global Cosmetic Industry has selected a few choice highlights from the show.
  • Vegalash (pictured) unveiled its natural vegan lash enhancement serum, which leverages phyto technology to produce thicker, fuller lashes within 15 days. The CEW event also featured lash highlights, including Kevyn Aucoin’s Expert Mascara, Maybelline New York The Falsies Push Up Angel Mascara and Sephora Lashcraft Length & Volume Mascara.
  • Masks, in all their forms and functions, remain a hot area for innovation. Bustle’s Kara McGrath said that the mainstreaming of LED skin care, as seen with Neutrogena’s light mask, is an exciting development for millennial consumers. She attributed at least part of the success to the Instagramability of the technology.
  • Masking highlights from the CEW demo included the Yes to Inc. Acne Fighting Paper Mask, Dr. Brandt Skincare Magnetight Age-Defier (pictured), Bonvivant Botanical Real Sheet Mask (Mint Tea Tree) and Glamglow Gravitymud Firming Treatment.
  • e.l.f. featured its hydrating bubble mask, which retails for $14 and fizzes to remove excess dirt from the face, while reoxygenating the skin. The formulation includes licorice extract and purified water.
  • Dr. Dennis Gross displayed its Hyaluronic Marine Hydrating Modeling Mask, which forms a unique rubbery texture on the face that is easy to peel off following application. The mask’s striking blue color makes the application particularly Instagram- and Snapchat-friendly.
  • Patchology featured the PoshPeel Pedi Cure, a 60-minute treatment that includes an activating essence that is poured into foot masque socks, unleashing up to seven days of peeling action. The product retails for $25 for two treatments. The essence comprises glycolic, salicylic, lactic and citric acids.
  • The Beauty Chef presented its beauty-from-within and -without concepts, including the Glow-Getter, comprising the Glow Advanced Inner Beauty Powder, comprising bio-fermented ingredients such as anti-oxidants, vitamins, minerals, essential fatty acids, amino acids, prebiotics and probiotics, as well as the Dream Repair Cellular Serum, which repairs and rejuvenates the skin during the sleep cycle.
  • The event also included a range of multifunctional hydrating makeup such as Milk’s Holographic Stick (pictured) and Revlon’s Ultra HD Gel Lipcolor and Clinique’s Pop Matte Lip Color + Primer.
  • Solscense displayed its Intensive Recovery Cream, which combats accumulated sun damage, including fine lines, wrinkles, discoloration, hyperpigmentation and loss of elasticity. The brand has formulated the product with its Revalia ComPLEx, which comprises CO2 Arctic oatmeal extract and PLE. The product can be used twice daily on the face, décolletage and hands and retails for $39.95.
  • The Olay Duo two-sided cleaning implement features an exfoliating side and smooth conditioning side.
  • dpHUE’s Apple Cider Vinegar Hair Rinse is a shampoo and conditioner alternative that contains aloe vera, argan oil, fire tulip and lavender extract to thicken the hair while repairing dead skin cells on the scalp and adding shine to the hair.
  • There were a range of natural skin and hair care offerings, but perhaps Fur Oil ($44.00/75 ml) had one of the most unique, offering pore clearing and softening of pubic hair, underarm hair, beards and other sensitive areas. The formulation comprises grapeseed, jojoba, tea tree and clary sage oils.
  • As beauty products designed for different day parts create new opportunities for brand differentiation, thisworks has introduced its Sleep Plus Hair Elixir, which relaxes the hair and contains lavender, vetiver, chamomile, argan, jojoba, baobab, sunflower extract and vitamin E.
  • DSM unveiled its Wrinkle Rebel demo product, which contained its Syn-Ake peptide technology based on the venom of the Malaysian temple viper, offering preemptive wrinkle defense for millennial consumers. “The dramatic rise in anti-wrinkle injectable cosmetic procedures amongst today’s millennials clearly signals that they are not waiting until they have wrinkles to fight them,” said Parand Salmassinia, vice president of DSM Personal Care North America. “American millennial women are amongst the most engaged beauty consumers, and we must have an effective cosmetic solution for this rising beauty need.”
  • Let’s get real. People want to see themselves reflected in brand marketing, according to Bustle’s deputy editor of fashion and beauty, Kara McGrath, who attended the CEW product demo to discuss beauty trends. She noted that 18- to 34-year-olds want brands to present faces and personalities they can relate to. These consumers are also more independent and self-directed, compared to previous generations, McGrath said. They don’t want to be dictated to by a brand or beauty editor. They don’t want to be told that there is only one way to do something. They want to be presented with an array of options, from which they can choose.
  • Brands such as L’Oreal are already responding by bringing traditionally marginalized peoples—including transgender women—front-and-center in their campaigns and blogger partnerships in a way that feels authentic. (As seen here with Hari Nef, at left, pictured in a recent L’Oreal campaign.) And many are leveraging the direct connection to consumers afforded by social media to respond quickly to criticisms. But there’s more work to do. Bustle’s Kara McGrath said she wishes that marketers would take more risks with their campaigns and present less polished content. This more realistic approach tends to perform better on sites such as Bustle, she noted. Marketers, take note.

CEW recently held its annual Product Demo in Manhattan, featuring more than 800 products from indie startups and top multinationals, providing a view of where the industry’s innovation is heading. Here, Global Cosmetic Industry has selected a few choice highlights from the show.

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