July is typically an active launch period for mass-market beauty, as brands begin to introduce fall products. The category has struggled this year as consumers increasingly opt to shop specialty and e-commerce sites for brands traditionally found only in mass and drug stores. Mass makeup and nail tracked flat year-over-year, according to Nielsen data for the 12 months ending June 30. As sales in the drugstore channel continue to stagnate, this year brands such as L’Oréal Paris and Wet ’n’ Wild are betting big on exclusive, limited-edition and celebrity-backed product launches at Ulta Beauty, Walmart and on Amazon.Here, a selection of key launches from mass-market brands.L’ORÉAL PARISHavana collection, $9.99 to $14.99The brand’s collaboration with Camila Cabello — its first with one of its brand ambassadors — is set to launch first on ulta.com on July 15 and will roll out to global mass and drug doors in August. The collection consists of five products — the Sun-Lit Bronzer, Gotta Give Brow, Flash Liner, Lip Dew and Eye Shadow. L’Oréal Paris sales are up 5 percent year-over-year, according to Nielsen.FLOWER BEAUTYPretty Deadly collection, $7.98 to $12.98Drew Barrymore’s Flower is overhauling its fragrance business with the launch of Pretty Deadly. The collection consists of three scents — Jasmin Venom, Lethal Oleander and Narcissus Fatale — and will be sold in eau de parfum and body mist formats. Flower’s existing fragrance range is being discontinued. Pretty Deadly is set to launch exclusively in Walmart doors on July 14, and will also be sold on Flower’s e-commerce site.COVER GIRLPeaches & Chocolate collection, $6.94 to $9.98Following the June rollout of its 40-shade True Matte Made foundation, Cover Girl has a slew of products shipping into stores now. Among them is the Walmart exclusive Peaches and Chocolate Collection, which includes peach and chocolate-scented highlighter, bronzer, blush and a contour palette. Coty Inc.’s turnaround efforts for the brand are moving slower than Wall Street analysts had hoped. Sales were down 6 percent in the four-week period ending June 30, according to Nielsen.NYXCan’t Stop Won’t Stop Full Coverage Foundation, $15The competition for foundation shade count continues. NYX is set to launch its latest foundation range in 45 shades, exclusively at Ulta Beauty on Aug. 16. The longwear formula is designed to feel lightweight, but last for 24 hours. Like L’Oréal Paris and Maybelline, NYX has been an outlier in the underperforming mass-market makeup category. Sales are up 18 percent year-over-year, according to Nielsen.MAYBELLINESummer Fundles, $19.99 to $29.99Maybelline is introducing beauty bundles for Amazon Prime Day — the first time the brand has done a promotion for the Amazon sale. The bundles — Makeup Artist, Balm-y Day, Send Nudes and Instant Glow-up — consist of Maybelline products and summer-themed items such as sunglasses and towels. Special prices will be revealed on Amazon Prime Day on July 16. Nielsen tracks the brand as flat year-over-year, but up 2 percent in the last four-week period.WET ’N’ WILDZodiac collection, $2.93 to $6.93The Markwins-owned brand is set to launch its Zodiac-themed collection on its web site and walmart.com on July 17, and will roll it out exclusively to Walmart stores on Aug. 1. The collection consists of a highlighting powder, highlighting bars and lip gloss. Wet ‘n’ Wild is another strong player in the mass market, with products. Industry sources estimate the brand’s annual sales jumped more than 15 percent in 2017.REVLONElectric Shock collection, $10.99 to $14.99Revlon’s latest Ulta push is an exclusive limited-edition collection consisting of four sku’s — lipstick, lip lacquer, lip powder and highlighter in metallic hues. The brand has made upgrades to its presence in Ulta doors this year, rolling out modernized fixtures and teaming with the retailer on exclusives. Nielsen tracks Revlon sales as down 5 percent in the last four-week period.
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