Any makeup that goes on with the fingers goes on better with a brush. That’s the mantra of today’s selfie generation eager to enhance their bone structure and facial features. Popular celebrity trends such as contouring and highlighting further inspire younger women to invest in the right tools and are key drivers behind the huge surge in the sales of makeup brushes. Glam by Manicare, the number one eyelash brand in Australia, has pushed the boundaries in one of the fastest-growing segments in beauty accessories with the launch of a new premium cosmetic brush range.
The target market is young women aged 14 to 29, says Jennie Kim, Assistant Brand Manager for Glam by Manicare. In addition to seeking seamless blending and an air-brushed finish, today’s young consumers are also socially responsible and the new brushes are 100 per cent synthetic. There’s a practical twist to the cruelty-free preference, too. Not only are animal hairs increasingly challenging to source, they contribute to quality problems. Synthetic brushes offer superior pick-up and release of product and, unlike animal hairs; they don’t become fragile and less pliable when used with liquid products such as concealers and foundations.
Consistent quality and enhanced performance is only part of the story. Today’s young women not only have a strong desire to feel beautiful, they are also looking to fulfil their need for a little luxury. Glam by Manicare’s premium cosmetic brushes deliver on the brand’s promise of department store quality in pharmacy. Ergonomically shaped to fit comfortably in the user’s hand and angled to help apply products more precisely and efficiently, the brushed dusk pink metal gives the range a stylish, glamorous look and feel at affordable prices.
There’s no performance anxiety with Glam by Manicare’s edited lineup of specialist brushes. The dense Kabuki Cream Contour Brush can be used for full coverage but was specially designed for contour lovers. There are two fan-shaped brushes - the smaller Blending Crease Brush highlights and contours smaller areas such as the bridge of the nose and the Cupid’s bow and the larger Highlight/Contour Brush defines larger areas such as the cheekbones and décolletage. As the name suggests, the bristles of fan-shaped brushes create shape. Also perfect for creating streamlining shadows under the jawline with a dark-hued foundation owing to the distributed bristles and the sharp shape.
To complete the selfie-ready look, the All Over Powder Brush sweeps powder over the entire face as a final blending step. The Buffing Foundation Brush offers streak-free application and a sheer finish with staying power. A perfectly blended eye look is the goal of the dome-shaped Blending Crease Brush which can also be used to remove makeup glitches.
According to Mintel data, consumers who buy products that cover their face for the majority of the day are most likely to trade up to more luxurious makeup and accessories. Pia Muehlenbeck, Glam by Manicare’s newly appointed brand ambassador, is not only aspirational but is a poster girl for eye and face products that create a transformative look. Younger consumers who value personal expression make up the bulk of Muehlenbeck’s 2 million-plus international social media following.
A law graduate, market editor of Grazia and the founder of the SLINKII luxury athleisure brand, Pia will front a national campaign on subscription TV and digital for the new brushes from July. Pia’s positioning and personality really speak to Glam by Manicare’s belief that there are no limits to real life beauty solutions, adds Kim.
‘Anytime is Glam Time’ is the tagline that has made Glam by Manicare Australia’s number one eyelash brand. In the run-up to the racing and party seasons, there will be new additions to the core range which will be the new range of mink effect lashes that debut in August - two natural and one length. Glam by Manicare has been instrumental in driving the eyelash category by launching wearable, easy-to-apply lashes that women can wear on a daily basis - not just for special occasions.
There’s a strong focus on naturals, says Kim, and our mink effect lashes are tailor-made for any occasion women want to feel a little bit more special such as important meetings and events, but don’t want to look too over-the-top.
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