Durable Lightweight Concealers

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MAC's Waterweight Concealer Offers Natural and Buildable Coverage

Any makeup wearer knows that the consistency of a product is just as important as its coverage and after MAC's Waterweight concealer drops tomorrow, consumers will no longer have to compromise between the two.

This product was modeled after the brand's incredibly successful Studio Waterweight foundation, which was released in 2015. Perfect for covering up dark circles or disguising some pesky acne, this concealer is said to offer a natural and buildable coverage that's still lightweight enough to help an individual feel natural and carefree.

Those looking for more coverage can still use the lightweight concealer as a foundation, or, can pair the product with the brand's Strobe Cream, to achieve "the ultimate glow." This product will be available in-store and online.
Trend Themes
1. Natural and Buildable Coverage - Disruptive innovation opportunity: Develop lightweight concealer formulas that offer natural coverage while still being buildable for customizable looks.
2. Multi-purpose Makeup Products - Disruptive innovation opportunity: Create makeup products that can serve multiple purposes, such as using a lightweight concealer as a foundation or combining it with other products for different effects.
3. Weightless Cosmetics - Disruptive innovation opportunity: Explore the development of weightless cosmetics that provide effective coverage and a natural feel without compromising on durability.
Industry Implications
1. Cosmetics - Disruptive innovation opportunity: Innovate within the cosmetics industry by creating lightweight concealers that offer natural coverage, buildable formulas, and multi-purpose applications.
2. Skincare - Disruptive innovation opportunity: Bridge the gap between skincare and makeup by developing lightweight concealers that provide coverage while also nourishing and protecting the skin.
3. Beauty Technology - Disruptive innovation opportunity: Combine beauty technology advancements with cosmetics to create weightless concealers that utilize innovative ingredients or application methods for enhanced performance.

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