Coty-owned CoverGirl launches new eye enhancer 3D mascara. This mascara features a 50° curved fiber brush designed to curl, lift, and fan even the tiniest and straightest lashes from root to tip, creating a three-dimensional, upward, and outward effect.
Formulated with haircare-inspired ingredients such as plant-based keratin and lifting waxes, this mascara keeps lashes lifted and fanned out. Suitable for all lash types, its transfer-proof and smudge-proof formula ensures up to 24 hours of wear, yet it’s easy to remove at the end of the day.
Mary Santangelo, Senior Vice President, of COVERGIRL Global Marketing said, “COVERGIRL recognized that beauty users want a mascara that’s affordable but won’t compromise on bold volume, and that’s exactly what the Eye Enhancer 3D Mascara delivers. This versatile mascara offers three key benefits in one accessible and affordable product that we know beauty lovers, especially Gen Z, crave. With this launch we also tapped into social and product trends to identify a shade palette that is bolder and more youthful.”
In the third quarter of 2024, Coty experienced an 8% increase in net revenues, reaching $1,385.6 million on a reported basis and a 10% increase on a like-for-like (LFL) basis. This growth, both reported and on a like-for-like basis, was driven by increases in fragrances, color cosmetics, skin care, and body care categories.
In Coty’s color cosmetics division, pioneering innovations such as CoverGirl’s Simply Ageless Skin Perfector Essence and Rimmel’s Wonder’Bond mascara are capturing consumer interest. Additionally, both brands are significantly increasing their advocacy efforts across various social media platforms. Notably, CoverGirl and Rimmel have seen notable advancements in earned media value rankings, now ranking within the Top 4 in their primary markets of the U.S. and U.K. This marks a substantial improvement compared to the previous year.
