Volumizing mascara has been dominating the mascara market, according to a report by Market Reports World. And although the projected CAGR of 6.7% between 2017 to 2023 was made pre-COVID-19, the popularity of these products appears to remain steady—possibly fueled by the 'lipstick effect.'
Kline analysts support this observation. Historically, they note the “lipstick theory” has proven true; with lipsticks during the four recessions between 1973 and 2001 as well as eye makeup in the most recent 2008-2009 recession performing exceptionally well. “Perhaps we’ll have another winner in the mix this time too,” wrote Carrie Mellage, vice president of Kline’s Consumer Products Practice.
In relation, manufacturers have been hard at work innovating the next last-extending, volumizing mascaras. A recent patent application from L'Oréal is clear evidence of this.
Market Need
According to the patent disclosure, eyelash extensions and false eyelashes are used for enhancing the length, thickness and fullness of natural eyelashes. These often require the services of a professional, are relatively expensive and take hours to apply. Another disadvantage is eyelash extensions or false eyelashes are not sterile, which can lead to irritations and infections.
In response, this invention is said to meet the market need for volumizing and enhancing the appearance of eyelashes. As described herein, it accomplishes this by adding supplemental fibers to natural eyelashes rapidly and easily; further more the treatment can be applied by users themselves.
The Invention
Cosmetic treatment method and assembly
U.S. Pat Application US20200128897A1
Publication date: April 30, 2020
Assignee: L'Oréal SA
The invention and method include: a) applying an adhesive composition to at least part of the eyelashes; b) bringing the fibers, borne by an applicator, into contact with said adhesive composition; and c) moving the applicator away from the eyelashes, so as to release fibers that adhere to said eyelashes.
The fibers utilized may be those used in the manufacture of textiles; especially silk, cotton, wool, flax and cellulose fibers—more especially those extracted from naturals such as wood, vegetables or algae; rayon fibers; polyamide fibers; polybutylene terephthalate (PBT) fibers; glass fibers; silica fibers; carbon fibers, especially fibers of carbon in graphite form; polytetrafluoroethylene fibers; insoluble collagen fibers; chitosan fibers and many others, including human hair itself. Said fibers may be optionally surface-treated or coated with a protective layer or a layer intended to give them a color.
Furthermore, the invention may utilize identical fibers or a variant mixture of fibers that differ from one another in shape, size and/or color to impart a more natural appearance. Fibers producing special effects, such as transparent fibers, shiny fibers, may also be included to create new aesthetic effects.
The adhesive comprises or is constituted of an adhesive material, e.g., a polymer or a polymeric system that may comprise one or more polymers of different natures. This adhesive material may be in the form of a polymer solution or a dispersion of polymer particles in a solvent. This adhesive material may, in addition, contain a plasticizer. This adhesive material must have a certain tackiness defined by its viscoelastic properties.
For more information, see the full patent disclosure.
Patent application accessed on May 26, 2020.
