Schwan Cosmetics' Awake Concealer Provides a Multisensory Experience
Laura McQuarrie — December 3, 2020 — Fashion
References: schwancosmetics & cosmeticsbusiness
There's a new vegan-friendly undereye concealer from cosmetics production company Schwan Cosmetics and it comes in an easy-to-apply stick format that shares a multisensory experience thanks to the cooling effect it provides. The cooling concealer stick called Awake gives off a de-puffing effect using Schwan Cosmetics' Hydraceal formula, which packs a high percentage of water into stick form. As such, the Awake concealer is actually 30% water, more than 10% jojoba oil and 2% glycerin. Joining the cooling benefits of the product are others like moisturization, hydration and protection for the skin barrier.
While some concealers are paste-like, this lightweight one is said to create perfect coverage, allow the skin to breathe and still be long-lasting and transfer-proof. As Sandra Lossau, Vice President Global Category Management at Schwan, describes: “The new Hydraceal concept takes the concealer category to a new level."
Image Credit: Schwan Cosmetics
While some concealers are paste-like, this lightweight one is said to create perfect coverage, allow the skin to breathe and still be long-lasting and transfer-proof. As Sandra Lossau, Vice President Global Category Management at Schwan, describes: “The new Hydraceal concept takes the concealer category to a new level."
Image Credit: Schwan Cosmetics
Trend Themes
1. Vegan-friendly Undereye Concealers - Disruptive Innovation Opportunity: Develop a line of vegan-friendly undereye concealers with unique formulations and packaging.
2. Multisensory Cosmetics - Disruptive Innovation Opportunity: Create cosmetics that provide a multisensory experience through innovative textures, cooling effects, and hydration.
3. Water-based Concealer Formulas - Disruptive Innovation Opportunity: Explore the development of water-based concealer formulas that provide high hydration and skin-moisturizing benefits.
Industry Implications
1. Cosmetics Production - Disruptive Innovation Opportunity: Integrate cooling effects, vegan-friendly formulas, and hydration into cosmetic production processes.
2. Skincare - Disruptive Innovation Opportunity: Combine the benefits of concealer and skincare by creating products that offer moisturization, hydration, and protection for the skin barrier.
3. Packaging Design - Disruptive Innovation Opportunity: Develop innovative packaging designs for stick concealers that enhance the overall user experience and differentiate from traditional formats.
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