WWD.com/beauty-industry-news/beauty-features/beauty-radar-screen-january-7-2010-2405448/
government-trade
government-trade

Beauty Radar Screen: January 7, 2010

Beauty brands, such as Lorac, Benefit, and Tarte, are unveiling primers designed for longer-lasting makeup application.

View Slideshow

From the eyes to the face, beauty brands are unveiling products for spring designed to prepare skin for more effective, longer-lasting makeup application.

Behind the Scenes Eye Shadow Primer, $20, is part of Lorac’s spring collection, and it is meant to make the most out of eye shadow by coating lids for lasting color. Another eye makeup primer, Urban Decay’s Eyeshadow Primer Potion, $18, offers a matte finish for eye brightening. The formula intends to keep eyes crease-free and vibrantly hued from morning to night. Benefit’s Stay Don’t Stray eye shadow primer, $24, employs vitamins C and E and sodium hyluronate to help minimize creases and lock in concealer and eye shadow.

“[This] is the first dual-action primer that works 360 degrees around the eyes [to] enhance the effectiveness of your concealers and eye shadows so they stay bright and stay put throughout the day,” said Jean Ford, co-founder of Benefit Cosmetics.

When it comes to lashes, Tarte’s February offering, Multipleye Natural Lash Enhancing Primer, $34, is a multitasking formula meant to extend and add volume to lashes while also separating and coating them with a blend of red algae, green algae and caranuba wax.

“As part of our new lash enhancing three-step regimen, the Natural Lash Primer is clinically proven to increase lash volume,” said Heather Ratushny, executive director of product development for Tarte. “The innovative formula preps and primes lashes, while naturally enhancing the appearance of lash length, thickness and health.”

For face priming, Maybelline is introducing Instant Age Rewind Primer Skin Transformer for $9.99. The silicone elastomer formula comes in a rosy tone for a fresh finish and is designed to eliminate the appearance of lines, wrinkles and pores.

Josie Maran’s Argan Primer Mist, $32, is a primer in a spray delivery system. Sea fennel stem cells purport to stimulate cell growth and reverse cell damage, while a blend of goji, seaweed and minerals are employed to create a protective barrier.

Pür Minerals will introduce Correcting Primer, $29.50, in February, while Pop Beauty’s No Show Correct and Protect Tint SPF 30, part of the brand’s spring collection, offers broad spectrum sun protection and sheer pigments for a shine-free finish.

View Slideshow