Benefit Cosmetics is launching its new BADgal BANG! mascara in global travel retail this month with a series of activations.
The mascara is available in full size and a mini size. A travel retail-exclusive BADgal BANG! set, comprising two mascaras, will launch on 1 March.
BADgal BANG! is claimed to provide 36 hours of volume without weighing down lashes. It features a formula derived from space technology and includes provitamin B5, which encourages thickness and strength in lashes.
BADgal BANG! can be layered easily and is smudge-proof, water-resistant and flake-free, according to the brand. The mascara comes with a streamlined brush, which ensures all areas of lashes can be reached.
According to Benefit, after one week’s use, 90% of women said the product provided dramatic volume and 94% said it instantly lifted lashes.
Benefit is supporting BADgal BANG!’s launch with airport promotions in the Middle East, Asia and Europe.
Animations are running from 14 to 28 February with Dubai Duty Free in Concourse A and from 15 to 28 February in Concourse B at Dubai International Airport Terminal 3.
A high-profile promotion will take place at Hong Kong International Airport, in partnership with The Shilla Duty Free, from 26 February to 25 March.
Special BADgal BANG! end of gondolas will feature at Lagardère Travel Retail’s Paris Charles de Gaulle Airport stores from 8 March to 2 May.
Benefit Cosmetics has reported a healthy and growing mascara business since the launch of They’re Real! in 2011 and Roller lash in 2015. Benefit is the number two mascara brand worldwide and said it expects the launch of BADgal BANG! to propel it to number one.
The brand forecasts BADgal BANG! to generate over US$100 million in sales worldwide in its first year.
