2017-04-12 11:12:46

Brows-ing the Eyebrow Product Market

2017-04-12 11:12:46

Eyebrows not only transform the face—they have also reshaped the Color Cosmetics market over the past few years, bringing a burgeoning category into the beauty stream. From gels to polishes, pencils to crayons, and applicators galore, consumers can’t seem to get their fill.
In a category that was dormant for years, sales rose a whopping 32% for the 52-week period ended Oct. 30 in multiunit doors, according to IRI to $226 million.
Here’s a look at current technology and a selection of products that have caught our eye. Please let us know of any products that have turned your head. 

Christian Louboutin Brow Definer
Christian Louboutin has disrupted the Color Cosmetics market with his packaging for nail and lipstick packaging. Now the designer has done the same for eye makeup, introducing a number of products including Les Yeux Noirs Lash Amplifying Lacquer mascara, Oeil VinyleLuminous Ink Liner, Oeil Velours Velvet Eye Definer, and Brow Definer.
The Brow Definer ($40) is a versatile brow pencil for defining, shaping and filling eyebrows. Its soft formula glides on easily yet provides full coverage with a matte finish for the most accurate brow primping and long-lasting wear. The Brow Definer is accessorized with a spoolie brush to comb brows and sharpener to ensure precision. It is coated in a luxurious matte black and topped with a studded gold cap. 

Benefit’s Brow Translator
The Benefit Brow Translator takes a different approach to brows. Rather than a product, the brand has presented new technology that they say “reads emotions” by analyzing brows. "Eyebrows can communicate the full spectrum of emotions from aggression to fear to joy," explains Dr. Javid Sadr, a professor of Neuroscience at Canada's University of Lethbridge who has partnered with Benefit Cosmetics to study brows.
His evidence is compelling. In "The role of eyebrows in face recognition" – a research study Dr. Sadr conducted at M.I.T. – his team extensively investigated a system of facial-expression analysis. They separated the face into three compartments: upper, middle and lower. They then studied the six universally recognized emotions: happiness, sadness, anger, fear, disgust and surprise. Remarkably, they realized that the upper compartment of the face, which contains the eyebrows, was found to play the key role in each. 
With more than 2,100 BrowBars in 41 countries, Benefit Cosmetics decided to combine their brow expertise with Dr. Sadr's scientific knowledge to create the Benefit Brow Translator (www.benefitbrowtranslator.com). It's a microsite that uses facial recognition analysis and machine learning to reveal what your brows are really saying about your innermost feelings.
People around the world will be able to capture or upload a photo to see what their brows are “really” expressing. The site also makes it easy for users to download their results and share them on social media using the hashtag #benefitbrows 

On The Market
Palladio offers a Brow Styler with a tinted brow gel formula, while TrèStiQue has a pencil that lets users define, sculpt and set eyebrows, easily. Jane Iredale has created a kit that includes a mirror and a dual-ended applicator. 
Flower Beauty offers several eyebrow options, including an All-in-1 Brow Mascara and its ‘Draw the Line’ Eyebrow Pencil.