Is anti-sweat make-up the next beauty niche? by Cosmetics Design.com USA

By Simon Pitman, 05-Aug-2015

In recent months both Bobbi Brown and a new player, Sweat Cosmetics, have launched make-up ranges with
anti-sweat claims. Targeting women who lead highly active lives and sporty types, both manufacturers claim their ranges will stand up to the test of staying in place even during the most rigorous workout.
Color cosmetic solutions for women on-the-go have invariably included packaging innovations that make make-up easier to carry around and apply, but a color cosmetics line that will stay looking good during a volley ball match seems new.
But is the recent victory of the USA team in the FIFA Women’s World Cup about to help elevate the combination of looking good while playing sports?

The market researchers say this claim is new

Cosmetics Design contacted market research provider Mintel, to see if they had any evidence of other color cosmetics
lines with similar claims.

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