[caption id="attachment_11133983" align="alignnone" width="300"] NYX is introducing a new mascara with a unique trade-in deal. The mascara is designed to produce longer lashes.[/caption]Of all the beauty products in customers’ makeup bags, mascara is the one physicians recommend replacing every three months. Along with the importance of a fresh product, mascara is where fickle shoppers are always on the quest for the perfect product.This Saturday, NYX Professional Makeup retail stores across the country are to host the company’s first mascara trade-in event. The first 100 consumers visiting a NYX store can bring in any mascara to swap out for NYX’s latest mascara. Called Worth the Hype Volumizing and Lengthening Mascara, the item features a brush that tapers at the tip to help build and strengthen even the tiniest lashes at the inner corners. Available in Extreme Black, Worth the Hype retails for $8. NYX operates 42 of its own stores where the offer is valid. The mascara will also roll out in Ulta Beauty and ulta.com.Prior to the trade-in event, NYX Professional Makeup will work with select influencers to create a Worth the Hype challenge on Instagram. They will be tasked with seeing how many coats of Worth the Hype they can apply within one minute. Also, Worth the Hype has a buzz going from exposure from content providers including Manny Gutierrez, Laura Lee and Griselda Martinez, who have tested the product.This is the latest in a series of events to help expose shoppers to the NYX lineup. Last month NYC, Uber Eats and My/Mo Mochi Ice Cream activated #MochiMonday to help support the launch of NYX’s Love You O Mochi Collection. Uber Eats users in the Los Angeles area could order the products along with mocha ice cream snacks from My/Mo Mochi Ice Cream.The L’Oréal-owned NYX is growing at a blistering pace both in its own stores and within retail partners. According to recent IRI data, its bronzers soared more than 80 percent in sales, lip treatments jumped 90 percent and eyebrow makeup grew 37 percent.
@juicebeauty, where @gwynethpaltrow holds the title of creative director of makeup, has become one of the foremost labels in the organic beauty category –– with sales on track to hit $100 million this year. What’s behind the rapid growth the brand is experiencing right now? It all started in 2005 when the wellness movement was just getting started. Read more on WWD.com. #wwdbeauty
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"I want to tell a story that inspires people to feel good about themselves, but also I'm making a commentary about the lack of female stories and female directors and saying this should change," said @imheathergraham on her latest project "Half Magic." The comedy feature, which the actress wrote and directed, is based on her own struggles as a woman in show business. Read @andrewnodell's full interview with Graham on WWD.com. #wwdeye (📷: @jgreenery)
@meltcosmetics cofounders @lora_arellano and @danabomar built their brand on a single idea: a true matte lipstick. To set the brand apart, they said they always put their customers first –– including a personalized note in each package. #wwdsummits #wwdbeauty
@moncler unveiled its latest project, #MonclerGenius, yesterday at Milan Fashion Week. The Italian outwear maker gave show-goers a preview of the monthly collections – which were created by eight designers and creative talents including Pierpaolo Piccioli, Simone Rocha, Craig Green and more – that will start rolling out in the summer.