Clinique pursues convenience trend with 24 hour mascara

By Katie Bird

- Last updated on GMT

Related tags: Market research company, Estée lauder companies, Euromonitor

Estee Lauder brand Clinique has launched a twenty four hour mascara
offering convenience to the luxury consumer in an attempt to corner
the color cosmetics market.

Initially designed to withstand humid Asian environments, Lash Power Mascara will stay in place a full 24 hours if required, stated the company. The long-lasting product will withstand rain, tears, pool water, sweat and humidity, said Clinique, thereby providing utmost convenience to the time-starved modern consumer. In addition, the brush is small in order to coat the lower lashes and those in the corners of the eyes, providing quick and easy application. Furthermore, contrary to what one might expect the company asserted that the mascara is easily removed using warm water and a cotton wool pad. Convenience is a tactic many color cosmetics manufacturers are using in order to increase sales in what has been a struggling category within the beauty market, according to market research company Euromonitor. Indeed, French cosmetics company Bourjois recently launched a similar product called Volume Clubbing. With an 'ultra resistant' formula that is designed to be tear and sweat proof all night long, the product is perfect for clubbers and party goers, states the company. The global colour cosmetics industry is currently worth $35.7bn, however growth between 2001 and 2006 lagged behind that of other sectors of the beauty industry, according to recent Euromonitor figures. Nevertheless the market research company predicts annual growth of around 3 per cent for the period 2006-2011. Innovative new product launches is a means to stay ahead of the competition and alongside convenience products Euromonitor predicts growth in mineral make-up and ranges targeted at ethnic minorities. Furthermore, the market research company predicts the Asia-Pacific countries will experience significant growth in this area, and a product designed to withstand the particular environmental conditions of these markets is likely to be a success. Clinique's parent company Estee Lauder brands reported positive second quarter sales and profits earlier this month, despite the current economic climate, as the prestige beauty market continues to look strong for 2008. Sales rose by 16 per cent to reach $2.31bn boosted by particularly good results in China, Russia, Turkey and Australia, reported the company. CEO William Lauder remained positive about 2008 saying: "Despite a slow-down in consumer spending in the US, I believe we can achieve our profit objectives through ongoing containment efforts and disciplined expense control."

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