Forget Lycra in clothing… now Rimmel is using it in make-up formulation
Lycra technology is being included in newly launched nail varnish and mascaras that are being debuted in different markets across Europe during the course of the summer.
According to the companies, the inclusion of Lycra enables the formulations to hold the brighter and bolder looks that have been prevalent in the make-up world this year, while also making the application process easier, fitting in with the on-the-go trend.
“Our collaboration with Rimmel London just goes to show how versatile Lycra is, and how you may not even realise that you are wearing something that incorporates the fibre properties,” said Denise Sakuma, brand communications director, Invista.
Giving additional functionality to nail polish and mascara
Rimmel has included the technology in its new masacara Scandaleyes Lycra Flex is said to bring about lush eyelashes that remain flexible for longer periods of wear, unlike other mascaras that harden and become brittle.
The technology also means that even after tops ups throughout the day, the lashes remain flexible, extending the length of time the products can be worn, while also avoiding the clumps that also tend to accumulate from repeated applications.
Meanwhile, the addition of Lycra technology in the new Salon Pro With Lycra Nail Polish range is said to bring about all the benefits of a professional 5-step manicure in one for the 49 shades that are included in the collection, the companies claim.
Professional nail care in a bottle
This is because the formulation is able to support a base coat, top coat and gel colour in one application, cutting down on the need for the curing procedure, in turn allowing salon professional nail care at home and at a reduced cost.
According to Rimmel, its tests have shown that the addition of Lycra to this nail polish formulation means that it will last up to ten days, while simultaneously meaning less wear and tear on the nails.
The mascara and nail polish are being launched in most major markets across Europe, including most Benelux, Nordic and Baltic countries, France, Poland, Italy and the UK, as well as Morocco, Tunisia, South Africa and Kazakhstan.
