The Best of CEW’s Product Demonstration Continues to Excite Beauty Lovers

CEW Product Demonstration
CEW Product Demonstration

Last week, we attended CEW’s Product Demonstration, an annual event where beauty’s best showcase their finest creations ranging from skin care to hair care products. We were pleased to see that many of the products exposed were in line with the trends noted in our annual Cosmetics & Toiletries USA report. Here’s what caught our attention the most in each category.

In skin care, facial masks suggest this trend is certainly not close to over. Two products that we noticed catching a lot of attention were the Dr. Brandt Skincare Magnetight Age-Defier, which demonstrates innovation with an iron-infused mask that is removed using a magnetic tool, and the Glamglow Gravitymud Firming Treatment, which features an illuminating chromed color, peel-off mask that targets signs of aging.

In makeup, various products for the face, lips, and eyes stood out. In face makeup, we were amused with Milk’s Holographic Stick because of its lavender iridescent color and hydrating ingredients, such as mango butter, peach nectar, and avocado oil, as well as Cover Fx’s Custom Enhancer Drops with liquid metal, lending itself as the perfect foundation, primer, highlighter, or bronzer. The long lasting, hydrating claims of Revlon’s Ultra HD Gel Lipcolor and Clinique’s Pop Matte Lip Color + Primer made a mark while Kevyn Aucoin’s Expert Mascara in Bloodroses, with a two-sided brush and formulation using Japanese Camelia Oil, claims to fortify eyelashes.

From the company that brought innovation to household cleaning with products like Swiffer, Procter & Gamble has innovated the shower experience with the launch a completely new cleansing form called Duo. This is a dual-sided body cleanser that exfoliates on one side and smooths on the other, infused with a scented cleanser in the middle. Confident in its success, Procter & Gamble has launched Duo under the Olay, Ivory, and Old Spice brands.

Olay's Duo
Olay’s Duo

In hair care, problem-solving products were in attendance. Keranique, a hair growth line specifically for women, showcased its new Tint & Texture Color Density Treatment, which fills in thinning hair in blendable colors, while multitasking as a treatment to improve scalp health. Drybar offers up Detox Dry Conditioner to help soften, detangle, and hydrate hair between blowouts. Jumping on the naturals train, Matrix extended its Biolage brand with the RAW line of care products, free of questionable ingredients.

Linger Lasting Fragrance Primer, the key new innovation in fragrance primers, is introduced by Scentinvent. The primer is applied to the body before the scent and promises the fragrance will last longer. FragranceLock’s Fragrance Finishing Spray is another revolutionary product—a fragrance finishing spray that makes your fragrance application last longer, up to 12 hours.

Beauty is more accessible than ever, and going direct is another important factor to note, as we saw several direct beauty retailers at the event, including Beauty IQ, which is QVC’s 24-hour live beauty channel, and Glossybox, a monthly subscription beauty box service. These and other new developments in the beauty retailing area will be included in our upcoming Beauty Retailing USA: Channel Analysis and Opportunities report, to be published this spring/summer. Along with our Cosmetics & Toiletries USA report, it serves as a complete tool to master the entire beauty landscape in the United States.