There aren’t many products can claim to change the course of history, but this is exactly what Avon is boasting in a statement on their website. The international cosmetics company has launched a revolutionary new shaped mascara brush, and it’s set to take the beauty world by storm.
Instead of the typical wand type brush, which women have used for over five decades, Avon Cosmetics has created a new ‘wonderbrush’ that allows mascara to be applied in 12 different ways, including vertically, as well as horizontally. Avon state that this new brush is the first of its kind, and has proved to be a huge success within months of launching, in fact, according to statistics, one is sold every 10 seconds in the UK alone.
Anthony Wells, executive director of commercial marketing UK, explained why Avon redesigned the humble mascara wand:
“With over 70 years of mascara experience, Avon understands the importance of transforming this make-up staple to offer women innovative and affordable ways to get the lashes they want. Mega Effects Mascara is just the latest in a long line of mascara breakthroughs for Avon and the demand has been extraordinary, with one selling every 10 seconds, this is set to be a beauty classic.”
There’s some serious market and scientific research behind the Avon’s development of Mega Effects Mascara, as the design team took six years and reviewed 2,000 questionnaires from women around the world. The result is a brush that allows women to apply mascara in 12 different ways, whilst depositing around 40% more product.
Talking of product, the team have also paid attention to the actual mascara to make sure it compliments the new brush. Avon state that the mascara is a creamy liquid that is ‘clump-proof, non-flaking, and has non-smudging capabilities, and provides the ultimate in coverage, volume and intensity of colour.’
One reason Avon redesigned the traditional mascara wand is to reflect the current trend for women who want a more pigmented mascara, which provides glamour but in a subtle fashion. Experts in the cosmetic industry state that brands need to constantly up date and come up with new and interesting products, in order to keep customers buying their brands. As Vivienne Rudd, director of global insight, beauty & personal care at Mintel points out:
“Innovation is the lifeblood of the beauty industry. In 2013, Mintel’s GNPD (Global New Product Database) picked up more than 110,000 products and more than 50,000 of these were make-up items. One of the most competitive sectors is mascara, seen by many women as a quick, easy and affordable way to update their look and add an instant touch of glamour to their appearance. In fact, it is the most widely used make-up product in the UK, with 72% of UK women wearing it in the last 12 months. However, no mascara company can take consumer loyalty for granted, so it is vital to bring innovation to the counter, whether it’s in the shape of new wands, formulations, ingredients or claims”
The Avon Mega Effects Mascara is available in blackest black, black/brown or navy for $10.00 in the US and £10.00 in the UK.