Designed to conceal and highlight, Schwan Cosmetics has launched a Glowy Blur Stick in a serum-like solid complexion format. The formulation contains skin-loving ingredients like hydrasalinol, ginger, sea asparagus, meadowfoam seed oil to moisturise and protect.
European colour cosmetics manufacturer and supplier to many of the world’s biggest cosmetics brands, Schwan Cosmetics, launched the new Glowy Blur Stick at the skincare and makeup industry event MakeUp in LosAngeles.
Responding to a strong, continued trend of natural yet flawless makeup with skincare benefits, the Glowy Blur Stick evens out skin tone and adds a natural, dewy look for a luminous, healthy complexion. The new stick is one of several products in the company’s renewed Color & Care strategy, combining colour cosmetics with advanced active skincare formulations.
The vegan, lightweight serum-like formula is a blend of skincare ingredients with jojoba and cocoa butter, which help the product glide on skin and blend in seamlessly.
Great for makeup lovers
“The Glowy Blur stick is a great choice for makeup lovers who want a perfected look with minimal application hassle. You can use it flexibly as a concealer, highlighter, and for natural contouring. It’s quick to blend in and does not feel heavy on the skin. The intensity is buildable – for no-makeup makeup days, you can add just a touch on the high points of your face for a little bit of luminosity, or for more of a statement look, you can dial up the glow a lot more,” says Corinna Zeidler, director, brand management at Schwan Cosmetics.
Proven quality and efficacy
The Glow Stick is a twist-up product and can be applied directly on the skin without any makeup tools. For a soft, lit-from-within look, the product can be buffed out with a finger for a sheer to medium coverage result. The product can be manufactured in Schwan Cosmetics’ US-based factory, and packaging formats for the North American market will be available.
100% of the product testers reported smoother skin 30 minutes after application. Product testing was conducted by an external institute using PRIMOS LITE©, Cutometer®, and Corne as their methods. The product will also be available as a blush.
Market research agency Mintel’s new Global Personal Beauty and Care Trends report for 2024 predicts that wellness elements and the mind-body connection will become more strongly associated with beauty routines. Additionally, savvy consumers are increasing their quality expectations, particularly about the transparency of ingredients and their scientifically proven efficacy.
Makeup with skincare benefits
Schwan Cosmetics is already reflecting the trend in colour cosmetics and will continue to include more advanced skincare ingredients as interest in multi-purpose products from brands and consumers continues to rise. In response, the company is embarking upon a renewed Color & Care strategy, with emphasis on bringing to market skincare-infused products with sought-after care ingredients that provide scientifically proven benefits to makeup wearers. The strategy includes a portfolio covering face, lips, eye, and brow products.
“The pandemic brought a huge surge of interest in skincare. While previously scientifically proven skincare benefits have been mostly focused on skincare products, like moisturisers and serums, the demand for care ingredients in makeup has skyrocketed. To help brands offer the most high-quality products to their consumers, ensuring the efficacy of our products and having a highly scientific product and innovation process is at the core of our business, which is reflected in our Color & Care strategy,” says Stefanie Strittmatter, director global category management lip at Schwan Cosmetics.
On-trend high quality products
As well as the new Glowy Blur Stick, the recently launched peptide and jojoba oil infused refillable, mechanical lip liner, Power Up Your Pout, is another product central to the Color & Care strategy. Tapping into the increasing consumer demand for makeup to act as a needle-free alternative to invasive treatments to achieve trending looks, for example, fullness, lift, and plumping, the product was nominated as a finalist in the IT Awards at MakeUp in LosAngeles. The international jury-selected award recognises and rewards the latest and best industry innovations and trends.
“With our Color & Care strategy, we want to demonstrate that with a robust scientific approach and advanced care ingredients, colour cosmetics can achieve noticeable skincare results with the same level of efficacy as skincare products themselves. Power Up Your Pout’s award nomination is great recognition of our efforts in delivering the highest quality products that stay ahead of the latest trends,” concludes Strittmatter.
SDK Cosmetics is the South African agent for Schwan Cosmetics.
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