July is typically an active launch period for mass-market beauty, as brands begin to introduce fall products. The category has struggled this year as consumers increasingly opt to shop specialty and e-commerce sites for brands traditionally found only in mass and drug stores. Mass makeup and nail tracked flat year-over-year, according to Nielsen data for the 12 months ending June 30. As sales in the drugstore channel continue to stagnate, this year brands such as L’Oréal Paris and Wet ’n’ Wild are betting big on exclusive, limited-edition and celebrity-backed product launches at Ulta Beauty, Walmart and on Amazon.
Here, a selection of key launches from mass-market brands.
Penelope Cruz wows in a strapless white @chanelofficial feather dress. She is nominated for Best Movie/Limited Series Supporting Actress for The Assassination of Gianni Versace: American Crime Story. #Emmys
Take a peek into Gucci's new Instagram account (@guccibeauty), which is guided by Creative Director Alessandro Michele’s vision of beauty. In typical Gucci fashion, the account already features a series of artworks spanning across history, ethnicity, culture and geography. It will showcase and promote its new cosmetic launches and fragrances as well as looks from the fashion shows and special collaborations with artists and talents. #wwdbeauty
Photographed by @delphachardphotos