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The Benefit BrowZam collection: Now in travel retail |
Benefit Cosmetics has unveiled its new BrowZam range for eyebrows. Comprising over 40 products, the line-up includes colour cosmetics, a primer and eyebrow tools. The collection is now available in travel retail.
The range has been created using expertise gleaned from the Benefit Brow Bars, which first opened in 2003. In an interview with The Moodie Davitt Report last year, Benefit Cosmetics Global Travel Retail Director Beatrice Charreire identified these Bars as the brand’s key channel to recruit customers and create loyalty. With1,800 Brow Bars in 49 countries (where, according to LVMH, over five million eyebrows are shaped every year) Benefit said it has become the biggest employer of aestheticians worldwide in the beauty industry.
In the same interview, Beatrice Charreire stated that in the field of make-up, brows represent the fastest growing category in Asia. Now Benefit is maximising the potential of this market sector with nine new products in three categories: Go-To; Shape & Fill; Style.
Named in the signature Benefit tongue-in-cheek style, the products include:
Goof Proof Brow Pencil a brow-filling and shaping pencil. The waterproof formula claims to last for 12 hours and is applied via a dual-ended applicator: a teardrop shaped tip fills in brows and the narrow tip adds definition.
BROWVO! a conditioning primer which can be worn on its own or under make-up, featuring a keratin and soy protein formula.
Ka-BROW! a cream-gel brow colour with brush that can be used to create either a natural or dramatic brow look.
3D BROWtones a highlighting gel that enhances the wearer’s natural brow colour to give added depth and dimension to sparse brows.
Ready Set Brow an invisible shaping and setting gel said to last for 24 hours, keeping brows and brow make-up in place.
The tools in the collection include a Grooming Tweezer & Brush and an Angled Brow Brush & Spoolie.
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Highbrow: within makeup, the eyebrow sub-category is among the fastest growing, says Benefit |
