Tuesday, August 12, 2014
CVS Debuts its First House-Label Cosmetics Line, Makeup Academy
The drugstore beauty aisle is our kryptonite—we could spend hours poring over the latest offerings and more often than not end up leaving with a cream or blush we didn't initially plan on buying. Now, CVS/Pharmacy is giving us another reason to closely guard our wallets when we enter its doors: the chain's first in-house cosmetics line, Makeup Academy, which just launched in stores and online.
Developed with the help of makeup pros, the affordable brand (everything is $25 or less) is making its carefully curated debut with three product categories: lashes, brushes and lips. The latter is a major focus, since lip products are the number one impulse buy at CVS, and you can bet the drugstore is leveraging that to the max by offering more than 100 shades in various formulations, ranging from sheer to opaque.
The largely pink and red lip offerings are frankly overwhelming—there are 13 different variations alone!—but thankfully, we're here to break it down for you. On the sheer side, there are two-in-one color-infused balms ($7); classic tinted lip balms ($5); their more richly pigmented sisters, intense color moisture balms ($7); and self-sharpening shea butter lip crayons ($7).
Then we get in to lipsticks: there are high-shine varieties ($8) as well as matte versions ($9), plus extreme shimmer styles featuring light-diffusing pearls ($8) and velvet-finish liquid lipsticks ($9) for creating a juicy wet look.
Gloss girls will find tubes of sparkly ($7) and shiny ($8) formulas tinged with peppermint oil for a cooling effect. There's also a lip stain ($8), anti-feathering lip liners ($8) and prep products, including a neutralizing lip primer ($5) and a no-rinse exfoliating sugar lip scrub ($5).
Moving on to the false lashes, the selection falls into one of two camps: natural or glamourous. You can get the strips alone ($5) in a multitude of styles—criss-crossed, fine, volumizing, feathered—and purchase the lash adhesive ($5), available in clear and black, separately; or spring for a three-piece kit ($9) that includes the strips, glue and a placement tool. There's also an individual-lash kit ($10) if you prefer the flexibility and control that the single pieces offer.
Last but not least, there's the brush collection featuring 15 different styles for the face, plus travel ($20) and starter kits ($25). While all of the usual suspects are here in a mix of natural and synthetic fibers, highlights include a BB/CC cream brush ($18) that's specially shaped to blend in everyone's favorite multi-taskers, a retractable lip brush ($8) you can keep in your purse for touchups, and a mineral brush ($15) that will keep your finely powdered makeup from flying all over the place.
Shop the full line here.
article via StyleBistro