NEW YORK — In June, Prescriptives is extending its presence in the mascara category with the launch of Beyond Long Maximum Length Mascara.
Beyond Long is the company’s first mascara launch since 2001, when it introduced False Lashes. It will round out the company’s offerings in the mascara category, said Elana Drell-Szyfer, vice president of global marketing for Prescriptives, who said that lengthening is one of women’s key concerns when it comes to their lashes. “There are some key need gaps that women express in terms of lashes, and one of them is lengthening,” said Drell-Szyfer.
Beyond Long features a hydrocolloid gel to create body, natural waxes to sustain structure, polymers for lengthening and film formers, which are said to lift and set the lash. In addition, the formula contains a rich pigment compound that features a deeply coated spherical silica, which creates an dark color compared with other products on the market, according to Drell-Szyfer. “Even when a mascara says ‘black,’ it’s not a true black, because silica is usually white — so it ends up becoming more of a muddy gray color,” she said.
In turn, the brush for Beyond Long was designed to distribute the formula all the way through the tip of the lash, creating a “long and feathered” look, according to Drell-Szyfer. “The fibers are hollow — they’re crisscrossed like a Christmas tree to envelope each lash and evenly distribute the formula,” she said.
The mascara will be available in black and brown, each retailing for $19.
Beyond Long will be supported by newspaper advertising in May, featuring close-up visuals of an eye with extremely long lashes shot by photographer Raymond Meier. In addition, the company will utilize new tester merchandisers, mini-promotional samples and postcard mailers to spread the word on the product. While Drell-Szyfer would not comment on retail sales projections, industry sources estimated Beyond Long could do up to $7 million in first-year sales.
Also launching in June is the Sunsheen Bronzing Trio compact, $32, which features three shades of bronzer — a shimmery highlighter, a warm bronzer and a pearl shade. Available in three color trios, Light, Medium and Dark, the Sunsheen Bronzing Trio will be a permanent addition to the Prescriptives lineup, according to Drell-Szyfer. “Today, bronzers are not a seasonal category,” she said. “After you apply foundation, applying bronzer gives the skin a natural, healthy glow — it has become a universal and common depth in general makeup application.”
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In addition, the company will launch a $32 Bronzer Brush, which features a combination of natural fibers and synthetic optic fibers; the synthetic fibers are a about a half-inch longer than the natural fibers, which help to distribute the bronzer more evenly on the skin, said Drell-Szyfer.
Drell-Szyfer added that the launch of the Sunsheen Bronzing Trio marks a bit of a new strategy for the company. From now on, Prescriptives will launch a permanent product with each seasonal color story. “There is a high level of excitement that occurs surrounding a seasonal trend story that presents itself as a vehicle to launch a new [permanent] product,” said Drell-Szyfer. “It’s also the best way to appeal to our customer and keep her coming back — keeping an item that she will love in our line permanently.”
Ad visuals for the bronzer, which will appear in newspapers in April, were shot by photographer Craig McDean, and feature a close-up shot of model Valerie Avdeyeva. Industry sources estimated the Sunsheen Bronzing Trio could do up to $1 million in first-year sales.