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Hard Candy Sweetens Up Wal-Mart’s Fall and Holiday Beauty Lineup

New items currently shipping into Wal-Mart.

Hard Candy, the exclusive Wal-Mart cosmetics line, unwrapped its new products for holiday and the remainder of 2016 last week. Industry sources who track mass market brands estimate Hard Candy’s sales are up about 34 percent over last year, propelled by a first-to-market product strategy.

Produced by NuWorld Beauty, Hard Candy has been sold exclusively through the mass market giant since 2009. The brand has built a reputation for bringing the latest beauty trends to Wal-Mart at affordable prices.

One of the most interesting new products used by makeup artists during the event was the Glamoflauge Mix In Pigment Makeup Drops. These are pigment-packed liquid drops that allow users to transform any primer, moisturizer or foundation for coverage or shade. In a sense, the drops create a custom formula eliminating one of the biggest issues at the mass market of women not liking a shade they purchased when they unwrap the package at home. There are 12 shades retailing for $7.

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Also in face, the company touted Glamoflauge Foundation, a liquid to powder foundation that absorbs oil while hiding imperfections. It pairs up with Glamoflauge Concealers. Also in the face category, Hard Candy showed Sheer Envy Hydrating Primer Lotion, a creamy gel primer with coconut water, jojoba oil and glycerin.

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Hard Candy has attracted a strong following in eye, which should be further bolstered by bold shimmer, glitter and metallic shadow palettes. Also in eye, Hard Candy added more treatments such as Sheer Envy Instant Eye Fix and Sheer Envy Brightening Concealer.

Lips get a major play, too, with a new Blooming Lip Oil, giving lips equal time in the expanding oil category. Providing great value is the Metallic Mousse Lip Color merchandised in a stylish metal container.

For holiday, Hard Candy is on trend with giftable cosmetics items, which have supplanted fragrances as gifts for many consumers. The products were positioned as gifts, self purchase for holiday events and stocking stuffers. Among the items are Sheer Envy Face Primers and Strobing Glow, Cheeky Tints and a six-pan lip palette. There are also collections for face and eye all priced under $5. Finally, there are lip glosses, nail polishes and eye shadow duos packaged as ornaments.

The event also was a showcase for the on-trend Hard Candy eye frames and sunglasses. Some offered just a pop of color on the temples. Also, Hard Candy launched colorful readers with magnetic sun-clips.