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    Features

    Applicators Go Beyond Functional with the Rise of ‘Shelfies’

    Tools of the cosmetics trade—from brushes to spatulas—are becoming much more fanciful.

    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Cosmogen recently designed a set of 8 elegant brushes for Clarins
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Alison Gaither, Beauty and Personal Care analyst, Mintel
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Gina Rokose, award-winning package designer and consultant
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Fenty Beauty Stunna Lip Paint boasts ‘One stroke intensity, 12-hour matte wear, with an unrivaled precision wand.’
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Fenty’s Gloss Bomb Universal Lip Luminizer emphasizes its XXL applicator.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Kat Von D Beauty Powder Brow Brush #75 features a unique combed design that actually deposits and blends the powder as it grooms brow hair.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    EVOfiber brushes from Garrett Hewitt International
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    To optimize the application of Dior’s best-selling spray foundation Dior Backstage Airflash, Peter Phillips, creative and image director for Dior Makeup, designed a new tool.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Pennelli Faro’s Origami Infinito brush is made of Dermocura fiber. It has a double ergonomic hollow and a narrow side combined with a wide surface.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Anisa International’s Skin Care Collection is compatible with a variety of product formulations for both day and night skincare routines and made of 100% synthetic fibers.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Responding to a trend for “all-in-one” make-up results, HCP-SIMP recently developed the “Full Effect” plastic mascara brush with a bristle architecture that gives a multi-effect result.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    The two-component brush lashDIVINE, from Geka ‘provides great control for an exact application result.’
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Grande Cosmetics’ latest lip formulation is applied with a unique cushion applicator.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Taiki’s Beauty Sponge is made from a foaming process that creates more consistency and provides a soft feel that doesn’t pull on the skin.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Recently, The Penthouse Group launched the ‘Unicorn Perfecter 3D Blender Sponge’ with Kryolan Professional Make-up.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    A collection of multi-purpose silicone applicators from Qosmedix
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    La Prairie’s new Skin Caviar Essence-in-Foundation features a ‘cutting-edge application system.’
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    POREX offers both applicators and reservoirs to engineer system solutions “to enhance the consumer experience.”
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Scentbird’s new lip balms feature metal applicator tips in Zamac for a cooling effect and a luxe feel on lips. HCT Group, which has a patent on the metal tip, produced the packaging.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    HCT Group’s new Unreal Series features a filament “that was developed, as many brands are looking for a higher quality and more effective synthetic filament that actually works,” explains Cat Kong, VP of brush sales, HCT Group.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    TNT Global Manufacturing produced a tailor-made, stainless steel premium spatula for Sisley.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    One-swipe application and multiple tips are news at Faber-Castell with their liquid liner Styler, which provides a deep, saturated ink flow in one stroke with four different felt tips
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    One-swipe application and multiple tips are news at Faber-Castell with their liquid liner Styler, which provides a deep, saturated ink flow in one stroke with four different felt tips
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Amkiri’s first-ever ‘visual fragrance’ is applied to the skin via proprietarily developed beauty applicators—for body art infused with fragrance.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Amkiri’s first-ever ‘visual fragrance’ is applied to the skin via proprietarily developed beauty applicators—for body art infused with fragrance.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    All About Face Beautyblender is a new makeup tool kit from Rea-Deeming Beauty Inc.
    Applicators Go Beyond Functional  with the Rise of ‘Shelfies’
    Archangela Chelsea (image credit: Adi Nugroho Santoso)
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    Jamie Matusow, Editor-in-Chief06.04.18
    When it comes to cosmetic applicators, product delivery remains the top priority, but the tools beauty consumers once paid little attention to, have taken on new importance and visibility with the rise of social media.

    According to Mintel’s Beauty and Personal Care analyst, Alison Gaither, consumer engagement in color cosmetics and cosmetic applicators is evolving as a result of the effect social media influencers and beauty bloggers have on the beauty looks consumers want to create. Gaither tells Beauty Packaging: “Today’s consumers can learn more about makeup brushes and sponges by simply watching a YouTube video or blog post.” She says Mintel data shows that more than half of younger consumers aged 18-22 use one of these resources to learn about beauty looks.

    “As consumers attempt to create more complex looks, brands are creating tools that allow for easier application, such as eyeshadow shields that prevent shadow fallout,” says Gaither, adding that consumers are also now able to buy high-quality tools at lower price points, making this category more accessible than before.

    While applicators are pr

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