Benefit Cosmetics, the renowned makeup brand, is introducing its latest mascara, BadGal Bounce, designed to deliver dramatic volume. This innovative product, priced at $29.50, will be available nationwide through Benefit's extensive distribution channels. Benefit aims to solidify its position as the leading mascara brand, following its success in the brow segment.
Moët Hennessy Louis Vuitton-owned makeup and skin care brand is debuting another mascara, this one focused on volume. Called BadGal Bounce, the product retails for $29.50 and will debut in the brand’s full U.S. distribution, includingis the top prestige mascara brand in the U.S., U.K. and Canada, according to Circana data provided by the brand, and it launches a new product in the segment every other year.
“We’re always ‘future hunting’ and we think about needs, looks and trends for things we see coming down the pipeline,” Helfrich said. “We are committed to a new mascara launch every other year to make sure the customer knows we’re listening, and this time, we were focused on finding an innovation in volume.”
“We identified a consumer need in lighter volume that was more separated, fluffier, a bit more of a false lash look,” she said. “This is visibly full, feathery, pumped-up lift. And we got this mega-claim, that it’s 242 percent volume increase .” “The combination of those two sides is what’s going to give you the really clean and lifted look, because the fibers hold a lot of formula, and the fine tooth comb has an upward detangling effect,” Helfrich said.
Cosmetics Benefit Cosmetics Mascara Badgal Bounce Volume Innovation
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