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Benefit Cosmetics is on a roll with innovation
Benefit Cosmetics is on a roll with innovation

Roller lash super-curling & lifting mascara solves lash dilemmas for girls all around the world. Four years ago, Benefit Cosmetics launched they’re real!
mascara which went on to become the #1 Prestige Mascara* in the US, selling one every 10 seconds and cementing Benefit’s reputation as the
leader in mascara.

Ever since, the question on everyone’s lips was “what will Benefit do next While beauty fans focused on their next big mascara, true to their DNA, Benefit turned their attention to customers’ needs. What they discovered was that, believe it or not, millions of girls around the world cannot wear mascara. They can’t even wear they’re real!

The Motivation
We went behind the scenes at Benefit Cosmetics for a rare in-depth discussion with Julie Bell, EVP of Global Marketing. She gave us an inside look at the motivation, detours and triumphs behind the four-year development of roller lash super-curling & lifting mascara. « Girls that have short lashes, or straight lashes, or lashes that point down or even a small eye shape. All these things make it difficult to use most mascaras.

And even if they do use mascara, it doesn’t perform well. These gals and their lash dilemmas were the driving force behind our next mascara innovation». Bell and her team quickly understood that this was a multi-dimensional problem: short lashes need hooks that will catch lashes, super-straight lashes need a curved brush to curl, and small eyes need a universal brush that fits all eyes.

The Inspiration
Thinking outside the makeup box, the team realized that women face these very same curling and lifting issues…with their hair. “If you have thin or straight hair, or you just want a little oomph, you know a curling iron or hair rollers are the perfect solution. Why? Hair rollers have tiny bristles that hook even the shortest hairs and create lasting curls. So we thought, wouldn’t it be AMAZING if there were a roller for lashes?” said Bell. Benefit Cosmetics used this inspiration to create roller lash. This curling mascara has a patent-pending Hook ‘n’ Roll™ brush with custom-designed hooks to help catch, lift and curl lashes.

The Innovation
A lot of companies use the term “innovation” loosely according to Bell, “Innovation at Benefit is defined purely by performance and the bar has been set high. The secret to a mascara’s performance lies in completely integrating three things.”

“Integrating the performance of the brush, the formula and the wiper was critical to successfully solving the lash dilemmas of millions of gals all over the world. This was the key to creating a universal mascara that delivers super-curling and lifting performance for lashes,” says Bell.

In the first design, Benefit tried a big curved brush with hard material and a steep angle.This brush was too big for small eyes and produced heavy volume and clumping. [1} {2]Design 2 had a smaller curve, a slimmer profile and was made of softer material.It created dramatic-yet-natural volume but didn’t give enough curl to straight and short lashes. Benefit went back to the hair rollers for inspiration. For Design 3, they added tiny hooks to grab all the short and straight lashes for curl and lift. Now the team was on a roll!

For Design 4, they strategically adjusted the number and location of the hooks for lasting power and separation. This design grabbed lashes while delivering super-curling and lifting performance. This last brush was the jackpot! It became Benefit’s patent-pending Hook ‘n’ Roll™ brush.

Benefit was vigilant about developing a unique formula to work with the innovative Hook ‘n’ Roll™ brush. The formula needed to be lightweight to keep the curl lifted, and specially designed to work with the hooks.

It had to have the perfect ink black shade and MOST importantly, the optimal formula had to have HOLDING POWER…because there’s nothing worse than losing your curl! The result of all this formula development is an instant curve-setting formula that HOLDS FOR 12 HOURS, is easy to remove and contains Provitamin B5 and Serine, known for their lash conditioning benefits.

“The last key to creating the optimal curl is integrating the wiper,” says David Monical, VP of Global packaging & Operations at Benefit Cosmetics.
“It controls the amount of product coating the lashes, AKA the payoff. For highest performance, there must be enough product to coat and grab lashes, delivering lift and super-curl that holds for 12 hours.”

The performance…
To ensure roller lash performed on every eye shape and lash dilemma, Benefit took it on what Julie Bell calls a “Testing World Tour” to try it on
the short, sparse and straight lashes of the world.

Benefit also performed panel tests and the results were EYE OPENING!
97% of women said it visibly lifts lashes**
87% said it gives long-lasting curl**
94% said eyes look more wide open**
**Consumer panel survey on 31 women after 4 weeks
“Throw away your eyelash curlers!
Roller lash not only lifts and super-curls, but it lasts 12 hours!” says Julie Bell, “and good news for all you girls who love they’re real! lengthening mascara.
You don’t have to give it up…wear roller lash underneath and get ready for some beyond belief length and curl power!”
The NPD Group, Inc. / BeautyTrends®, January - September 2014 Prestige
US Unit Sales.


Posted by : GoDubai PR Dept, -
Viewed 48605 times
PR Category : Lifestyle
Posted on : Thursday, March 5, 2015  1:17:00 PM UAE local time (GMT+4)
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