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Rimmel Puts Focus on the Eyes

At a time when the mass-market cosmetics industry is hitting a speed bump, Rimmel is kicking into high gear.

NEW YORK ­— At a time when the mass-market cosmetics industry is hitting a speed bump, Rimmel is kicking into high gear.

Color cosmetics sales for the 52 weeks ended Aug. 11 rose only by an average of 3 percent for face, lip, nail and eye, according to IRI data across all mass-market doors.

Rimmel sales, according to the brand’s senior marketing director, David Cole, are up 20 percent to 25 percent as the company marks its 180th anniversary. “We are the fastest-growing brand two years in a row,” Cole said during an event held on Oct. 22 at The Lion in the West Village here, where makeup artist Kirstin Piggott applied the latest looks to Rimmel model Georgia May Jagger.

Cole said the growth is organic — and not just through door expansion — and he credits it to edgy advertising campaigns featuring Jagger as well as innovative products serving consumer needs. The overall theme for 2014 is retro and matte. Piggott even mentioned Twiggy while applying mascara to Jagger’s lashes. The new products will be in stores early next year.

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Cole said mascaras are driving overall Rimmel growth, noting Eugene Rimmel improved upon the concept 180 years ago with a nontoxic lash enhancer that evolved into modern day mascara. Rimmel now ranks as the fourth-biggest mascara brand in mass, said Cole.

To keep the momentum building, Rimmel’s latest innovation in mascara is ScandalEyes Retro Glam Mascara, which is the first of Rimmel’s mascaras to launch in four shades: black, extreme black, waterproof black and carbon black. An hourglass-shaped brush is designed to plump up volume and fan out lashes without clumps. The mascara retails for $6.99.

Keeping with eyes, Cole also showed a new ScandalEyes Thick & Thin Eyeliner and ScandalEyes Precision Micro Eyeliner priced at $5.99 each. An existing gel eyeliner has been tweaked based on consumer feedback to include a thin brush to blend and layer during application. Four shades are available at $5.99 each.

Also updated for 2014 are the Glam’Eyes HD Shadows, now in a five-pan design in highly pigmented colors retailing for $4.99. The final new eye product is Shadow Paint, a cream formulation that Piggott said is easy and forgiving to work with, yet will stay on all day. There are 12 shades priced at $5.49 each.

For the face, Cole said Rimmel will continue to offer foundations and BB creams for different audiences. “We find there is a younger audience that maybe doesn’t wear foundation, but prefers a BB cream. But we also have customers who want their foundation so we offer both,” he said.

Taking a cue from fashion runways, Rimmel’s direction for 2014 is based around matte looks. Stay Matte Liquid Mousse Foundation provides a velvety finish without shine. It retails for $5.49. The BB Cream Matte is what Cole calls a nine-in-one product that offers shine control and matte finish designed to even skin tone, smooth and conceal. From a skin-care perspective, the Cream Matte minimizes pores, soothes the skin and prevents blemishes. Two shades are available at $6.99 each.

The Stay Matte Primer is another new item and can be worn alone, under or over makeup, said Cole. The primer retails for $6.99.

Other face items include a Stay Blushed Liquid Cheek Tint in five shades for $3.29 and Sunshimmer Maxi Bronzer for $5.99. “Our Bronzer is number one in the market,” said Cole, a statistic supported with IRI data that pegs it at more than a 10 percent share.

Finishing off the face, Rimmel offers Show Off Lip Lacquer with a unique doe-foot applicator that features a micro reservoir to help put the perfect amount of lacquer within the wand. It comes in 14 shades and costs $5.99 each. For nails, Rimmel has 60 Seconds Nail Polish with a flat brush designed to cover the nail in a single stroke. Available in 27 shades, the polishes cost $1.99 each.