Drybar, the masters of voluminous blowouts, collaborated with IT Cosmetics to launch a new kind of mascara called Lash Blowout that draws parallels between hair and lashes in a unique way. While there are always new mascara products being released, with each one boasting a formula that promises to be more volumizing than the ones that preceded it, this new product takes cues from the salon environment and includes a specially designed brush and formula.
The Lash Blowout mascara acknowledges the fact that "everybody wants big hair, just like everybody wants big lashes," according to Drybar CEO Alli Webb. As such, the cosmetic product is packed with ingredients that can be found in many hair products like biotin and collagen, and comes with a brush applicator that works through lashes to prevent clumps.
Key Themes Behind This Trend
- Mascara-inspired Hair Products
- Opportunity for Hair product companies to collaborate with cosmetics/skincare companies to create a new range of products incorporating cosmetic ingredients
- Collaboration Between Different Industries
- Expanding the scope of industry collaboration between beauty and hair care markets can create new product synergies which can unlock opportunities
- Biotin/ Collagen-enriched Products
- Opportunity for Market players to gain market share by incorporating biotin and collagen in their cosmetic ranges
Where This Applies
- Cosmetics
- The cosmetics industry can partner with haircare companies to create collaborative products that offer a unique value proposition
- Haircare
- A potential area for growth in the haircare sector is through collaboration with other industries, including cosmetics and skincare
- Personal Care
- Companies in the personal care industry can capitalize by offering products that incorporate traditional beauty ingredients such as biotin and collagen
