NEW YORK — Grant Berry, creator of Styli-Style, changed the round world of eye pencils to flat with his Flat Pencil in 2003. Now he's bringing the same concept to mechanical pencils, which make up a significant portion of the $230 million eyeliner market.
"Flat Liner is an evolution of both the flat pencil concept and the evolvement of the automatic liner, but we're bringing it to the next level," said Berry during a press event Wednesday introducing the new item.
Flat Liner 24 will bow in CVS, Duane Reade, Longs, Ulta, Harmon, Bed Bath & Beyond and specialty beauty stores this spring. The unique mechanical pencil pairs 24-hour coverage with the flexibility of flat pencil application. Also, the multifunctional item allows users to produce thick, thin and medium lines thanks to a three-dimensional tip.
"The Flat Liner appeals to women who prefer a semipermanent liner versus the Flat Pencil, which is more blendable," explained Berry. "Our consumer is definitely someone who appreciates makeup and innovation along with the different angles we introduced in the product's performance that your basic user would not."
Another consumer selling point, according to Berry, is that the automatic liner renders three times more product than traditional pencils. Unlike the Flat Pencil, the chiseled point of the mechanical pencils never needs sharpening. The Flat Pencil requires a specially designed sharpener.
While the instructions might seem complicated at first, the Flat Liner can actually save the consumer time once the technique is mastered. At the product's launch event, makeup artist Nick Barose said that the Flat Liner is very consumer-friendly.
"This versatile product combines the long-lasting formula with the automatic pencil," said Barose. "A lot of times when I have to do smoky and dramatic eyes, I have to use three different pencils or shadows. The Flat Liner really combines all of it."
Still, Berry doesn't think that the Flat Liner will replace flat pencils entirely. However, he does feel that the flat pencil is a better shading tool.
"There are women out there who love semipermanent products and there are others who like blendable products too," said Berry. "There's a market for both of them."
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)