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May 15, 2023
Eyelash mascaras have the incredible ability to change our look in just a few seconds. It is one of those essential elements that are part of our beauty ritual. Without a doubt, it is one of the tools that cannot be missing in our makeup kit. Not even at this time when the trend seems to be to use less and less of everything. The old phrase... "less is more" seems to be the most appropriate expression to synthesize the direction that the trend in beauty industry is taking, at least in this first part of the 2020s. In this regard, it is important to know the alternatives that the beauty industry offers us with respect to the current trend. We will briefly analyze the most important launches of the main brands so that we can elaborate a solid opinion of the products that the industry has launched in recent times.
The Brown Better Than Sex Mascara by Two Faced
It is probably one of the most iconic mascaras of all time. Launched on the market in 2013, it came to the industry to revolutionize the way we make up our eyelashes.
Its thick original formula and the intensity of the black pigment make the eyelashes look very, very voluminous. But what really makes it one of a kind is the hourglass shape of its brush. These combined components, plus a pink packaging that steals all eyes, make it the mascara most chosen by the public.
All these factors together have made this mask a classic. This means that it is a product that has reached such a level of maturity and has found a permanent demand that its production is likely to continue through the decades to come.
But staying on top in such a competitive market for so long is not an easy task. In order to perpetuate its hegemony in the industry, it is necessary to constantly reinvent itself and adapt to the times. What does “Two Faced” have to offer us these days when the trend seems to be heading towards an increasingly natural look?
Two Faced responds with the launch of the brown version of its iconic mascara. This is the “Better Than Sex Brown Volumizing Mascara” that promises to become an indispensable item when it comes to creating the very trendy “no makeup look”. Two Faced tells us it's time to give brown mascara a try.
It is the same formula that promises to leave the eyelashes with much more volume but is in tune with current trends. The brown pigment promises to blend naturally with our eyelashes, creating the illusion of not having anything on. In addition, this re-launch has a special packaging in a chocolate hue that is truly sublime.
We can't deny it! Two Faced has done it again!
Strenght & Lenght serum-infused mascara by Bare Minerals
Bare Minerals is a company in the industry that has been characterized from the beginning by developing a makeup brand that was aimed primarily at a public that was looking for a more natural look. Thought as an alternative to the excesses in the industry, especially in the 00's, this brand offered products that promised to have a greater benefit than looking good for just a couple of hours. That is, it was launched on the market with the promise of being a company that produces its products organically and therefore we could find long-term benefits in its products. For example, foundations that contain essential oils or paraben-free powders./p>
Seemingly this brand does not need to reinvent itself to adapt to the demands of the current trend.
Today we must talk about one of its star products; Strength and Length Mascara. This vegan, plant-based lash serum-infused mascara lengthens, lifts, and defines, while strengthening and enhancing for visibly longer, healthier-looking lashes over time. of the perfect mascara to create the "no makeup" look.
In this way, without straying from the elements that characterize it in the market, Bare Minerals bets on this mascara that not only promises to leave your eyelashes incredible for a couple of hours, but also promises to have long-term benefits.
Bare Minerals never disappoints and remains a relevant brand today and also a favorite, especially for day looks. It is the brand of "no makeup makeup" par excellence.
Full Frontal Volume, Lift & Curl Mascara. Fenty Beauty by Rihanna
Fenty Beauty is one of the brands that set foot into the market as part of the wave of celebrities who ventured into the world of the makeup industry.
From the beginning, the brand has made it clear that, although it does not completely belong to the artist, she is an essential part of the design and production processes. That there is a Rihanna hand in the elaboration of the products is something about which we have no doubt. His eccentric style and exotic sensuality are impregnated in each of the products that the brand has launched.
Mascaras are something special in every makeup line. It is something that generates great expectations in the public, especially when it comes to a new brand. It is a basic element that can determine the success or failure of a brand. Fortunately for Rihanna and her team, the brand has positioned itself in the market at the highest level. And of course, it does not disappoint when it comes to surprising the public.
Following the current "less is more" trend, Fenty Beauty offers us the "Full Frontal Volume, Lift & Curl Mascara" a mascara that promises to be able to do everything when it comes to satisfying the needs of the public.
It's designed to expose each lash, with a unique flat-to-fat brush that instantly volumizes, lifts, lengthens, and curls. The brush is the most innovative that this mascara has. This is a unique flat to fat brush: fat side loads and lifts lashes; the flat side defines and curls. It also has a long-lasting formula that keeps lashes perfect all day.
Rihanna certainly knows how to keep her fans happy! She managed to position a brand in a very competitive market. She knows that her success depends on constant movements in favor of the current and on the successes in terms of trends.
The Falsies Lash Lift by Maybelline
It is probably one of the brands that sells the most mascara in the world. If we were to be completely honest, we all had at least 3 or 4 mascaras from this brand in our beauty kit. And it seems that it is the specialty of the brand. The truth is that it is the best "drugstore" brand in terms of creating mascara that fascinates its buyers.
The task of selecting just one mask was not easy for us. The variety of options that Maybelline offers us each month is amazing. But following the line of mascaras that adapt to the current trend of "no make-up" we decided on a very special one.
If what you are looking for is to finish your natural look with a mascara, Maybelline offers you the FALSIES LASH LIFT that promises to leave your lashes with dramatic length and volume. But make no mistake, it is a very on-trend volume. The truth is that it produces an immediate lifting or "natural lifting" effect on the lashes, keeping them up all day.
The double-curved lifting brush and fiber-infused formula grabs lashes from the roots to lift, thicken and lengthen them. No clumps, smudges or flakes, just volume and the look of longer lashes that last all day.
As we've already made clear, Maybelline is one of the experts in creating mascara and has been doing this so well, for so long, that adapting to changing trend conditions is not a big deal for them. They’ve done it before, and they’ll keep doing it!
Bambi Eye Mascara by L'oréal
L'oreal is one of the great empires that have been formed over time around the makeup industry. This empire is the owner of many other brands, including our beloved Maybelline. In this sense, Loreal is one of those brands for which we have high expectations and for which we demand a certain level of excellence.
Its hegemony in the market can only be explained by its great ability to adapt to changing industry conditions. And it is that L'oreal is a company that, although it maintains the classic components that have characterized it over the years, has no problems when it comes to facing new trends. This is how L'oreal has been able to maintain its hegemonic position within the industry.
On the market there is a wide variety of mascara from this great empire. On this occasion we have selected the one that best suits the current standards of "naturalness". It is a mask that has become a classic. We are talking about the “Bambi Eye Mascara”.
It’s a mascara that promises an instant opening of the eyes. It leaves a feeling of bigger eyes, awake and open. Gives volume and curl, lash by lash. The black velvety washable formula glides on smoothly to lift and lengthen lashes, without clumps. The unique wide-eye brush features short and long bristles to separate and coat each lash.
L'oreal once again shows us that it has always been ready for the most demanding industry standards. This great empire manages to maintain its hegemony using its great versatility when it comes to producing truly innovative items. In addition, its amazing capacity for adaptability over the years has allowed it to always be among the public's favorites.
Now let's get a little critical
All these examples are just some evidence that proves that the beauty industry is prepared to face the changing trends of today. Normally, trends are ephemeral. They appear very suddenly, last for a very short period and finally disappear completely.
It is truly a challenge for brands to keep up with the trend cycle these days when it seems like a new trend appears every week. Trend cycles have a much shorter life these days, especially due to the influence of social media. Social networks create and undo trends in a short time. They impose on us a frenetic lifestyle that is based on following trends, adopting them as part of our lives, to finally abandon them to oblivion only to enlist in the ranks of another trend.
Fortunately, the industry has shown great ability to adapt to these new hectic lifestyles that have created an even more hectic consumer market. These, in turn, determine the direction the industry follows. Thus, we find ourselves facing a beauty industry collapsed by new releases every week. This situation has clear negative implications, such as the growing pollution generated by the thousands of mass-produced wastes with the sole motivation of continuing to supply an insatiable demand dictated by today's frenetic rhythms of life. But the industry also generates benefits for many people around the world, especially for the working class. Around the world the beauty industry employs millions of people.
In this way, we can end by saying that it is true, the industry must continue moving towards the path of reconverting its archaic modes of production that have a harmful consequence for the planet.
But we should not put all the blame for this frantic situation on the big brands, but it is important that we understand that we are all part of the problem and therefore, we should all be part of the solution.
In this sense, we all need to reassess how our own actions contribute to perpetuating this frenetic form of consumption. It is we, the consumers, who ultimately decide which path the industry will take.
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