Jamie Matusow, Editor-in-Chief06.05.17
As makeup, particularly Prestige makeup, continues to climb in terms of global sales, applicators have taken on an increasingly important role. After all, whatever the formulation, the utmost goal regarding cosmetics is achieving a flawless blend, whether on eyes, lips or face. The same applies to high-end skin care formulations. To this end, brands and suppliers are working hard to ensure that criteria such as unique tool configurations, superior product pick-up and placement, materials, ergonomics, texture, feel, comfort, attractiveness, design, deco and functionality are all part of a perfect mix. And the trend is not limited to the Prestige market; suppliers say many Mass Market brands are also focusing on the “ultimate” applicator.
Beauty bloggers and social media are at least partially responsible for having changed the course of what was once identified as a little foam cushion at the end of a plastic stick—or even more commonly, a fingertip.
Not only can today’s applicator draw both consumers and bloggers to the product, it can encourage them to share the “cool tool” on social media. In YouTube videos, makeup
Beauty bloggers and social media are at least partially responsible for having changed the course of what was once identified as a little foam cushion at the end of a plastic stick—or even more commonly, a fingertip.
Not only can today’s applicator draw both consumers and bloggers to the product, it can encourage them to share the “cool tool” on social media. In YouTube videos, makeup
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