By  on February 13, 2009

Standout launches abound for spring makeup, with customizable color, ingredients that treat and charming dashes of whimsy dominating the best offerings.


URBAN DECAY
offers a modern spin on big Seventies dewy eyes with the February launch of Cream Shadow. Co-founder and creative director Wende Zomnir says silicone technology keeps the shadow from flaking, smudging or wearing away. “It’s that supersexy vibe, but the improved formula doesn’t feel too moist or dried down,” she says. “Our customer loves eye shadow and we wanted to give her more options.” Available in 12 shades for $17 each, the waterproof, gel-based shadow is expected by industry sources to generate $5 million in retail sales for 2009.


In April, French beauty brand YVES ROCHER will unveil Couleurs Nature, a 200-shade makeup line inspired by nature’s dynamic hues. “This launch is a new era in makeup for Yves Rocher,” says Judith Flateau, director of makeup. “The line truly embodies the brand’s DNA—that is to say, a makeup line with botanical beauty at heart.” Ranging in price from $7 for a nail lacquer to $32 for a brush-on illuminator, the range contains a high concentration of natural raw materials and ingredients such as bamboo powder, organic agave sap, wood cellulose, apricot oil and balsam resin. A botanical color chart, which classifies and identifies the shades in the range, was created to complement the line and can be accessed on the brand’s Web site come April. “We were inspired by the plant world as a source of extraordinary creation,” says Flateau.

Mascara brushes get a makeover with new launches from RIMMEL LONDON, BOURJOIS and TARTE. In January, Rimmel vamped up its lineup with the release of Sexy Curves Mascara, $15, a collagenenriched formula and brush with a perfect hourglass figure, said to curl and declump lashes. Bourjois’ Liner Effect Mascara, $15, launching in February, contains kohl and creates the look of eyeliner with an asymmetrical brush. “We’re a mascara brand known for innovation, and this gives you one less step in your beauty routine,” says Tracy Scott, director of marketing. Meanwhile, Tarte is launching its first-ever mascara made specifically for bottom lashes. Bottoms Up, formulated with mineral pigments and carnauba wax, has a short ergonomic brush and a flat shape for easy control. “It’s all about mascara wardrobing and creating great options for eyes,” says Maureen Kelly, chief executive officer and creator of Tarte. “Our mascara category has eclipsed our cheek stain as our best-selling category.” Bottoms Up will be available at Sephora, Bergdorf Goodman and Henri Bendel.

Makeup this spring explores the many sides of purple. From PRESCRIPTIVES’ flowery In Bloom Eye Color Duo to Chanel’s bold metallic nail lacquer called Vendetta, variations of eggplant hues abound. “Creating rich, dark nail polish shades fits in with the tradition of Chanel,” says Peter Phillips, global creative director of Chanel makeup and the brains behind Vendetta. “I like this shade of purple because it’s so intense.” GUERLAIN’s Ombré Eclat and LAURA MERCIER’s March Eye Colour launch show the softer (and slightly shimmery) side of purple, while ESTEE LAUDER’s Fuchsia Now spring color story presents a more pink-hued purple, along with complementary neutrals as a backdrop. “Purples can be hard to wear,” says Rick DiCecca, global makeup stylist for Lauder. “We’re doing neutrals with that pop of purple. Technology has allowed us to translate these bold colors in a more wearable, more feminine way.”

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