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The #1 Miracle Sponge That’s Creating Beauty Buzz Expands Product Portfolio
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Aug 3, 2016
Category: Press

The #1 Miracle Sponge That’s Creating Beauty Buzz Expands Product Portfolio

Real Techniques® Announces Three New Makeup Sponges Designed for Flawless Application

GURNEE, Ill. August 3, 2016 – Makeup mavens across the globe are attributing their flawless complexions to a makeup tool that has taken the beauty world by storm – the Real Techniques® by Sam and Nic miracle complexion sponge. This is not your mother’s makeup wedge; it’s the number one selling premium branded makeup sponge1.

Based on the growing need for quality, affordable makeup sponges, Real Techniques launches three new sponges for every step of the makeup application. Designed with YouTube beauty stars, Sam and Nic Chapman of Pixiwoo, the brand now offers applicator options to cover the three “C’s” of make application: Cover, Correct, Color.

The new expanded portfolio addresses the large demand for sponge applicators spreading through the makeup industry. While Real Techniques provides a variety of high-quality makeup brushes, tools and sets, premium sponges account for 34 percent of the applicator category. In fact, sales for the product are up over 600 percent year-over-year3.

“As makeup artists, we’ve been using sponges for years, and now we are letting our fans in on our little secret to flawless application,” said Nic Chapman.

“Each of our sponges is named ‘miracle’ for a reason – this line is essential for flawless, beautiful results,” added Sam Chapman.

The miracle sponge line features unique foam technology that works effortlessly with liquid, creams and powder makeup. Each product can be used damp for a dewy glow or dry for full coverage:

  • COVER: [Base] miracle complexion sponge: the beloved original is now available in a value pack – offering three options to keep your makeup bag stocked with the foundation essential (Single [$5.99], 2 Pack [$10.99], 4 Pack [$17.99])
  • CORRECT: [Eyes] mini miracle eraser sponges: the miniature sponges are intended to help with touch-ups in hard-to-reach or sensitive skin areas like under eyes and around the nose [$5.99]
  • COLOR: [Finish] miracle sculpting sponge: the all-in-one tool for an effortless contour is expertly cut and allows for one side to be used for a glowing highlight, the other for soft shadows [$5.99]
  • miracle mega pack (6 miracle complexion sponges): the ultimate sponge set features all three sponges to create a blended airbrushed look from start to finish – including two miracle complexion sponges, three miracle mini erasers and one miracle sculpting sponge [$19.99]

The Bold Metals® Collection, the brand’s luxury line of makeup brushes, is also releasing its first-ever sponge applicator. The miracle diamond sponge is a ‘900-carat’ sponge that boasts 13 faceted sides to work with multiple products and colors on every area of the face. This serves as a multi-tasking and color correcting tool for more advanced makeup mavens ($10.00).

“Real Techniques’ sponges continue to drive consumer interest, and we anticipate continued growth in the coming year,” said Eva Oreskovich, vice president of Global Marketing at Paris Presents Incorporated – owner of the brand, Real Techniques. “Continued innovation drives this growth, with new colors, shapes, sizes, formats and capabilities emerging to meet consumer needs and advance industry trends.”

The versatile sponge has become a favorite staple among master makeup artists and fans of all ages with nearly 70 percent of women ages 18-34 using a makeup sponge or blender4. Retailers recognize this demand and are making more room for applicators and sponges in their stores. However, price has proven to be a barrier for other products within the category, so the miracle complexion sponge’s superior value proves crucial with mass retailers.

All of the new miracle sponge products have patents pending and are available now at realtechniques.com and hit shelves at retailers nationwide in 2017.

About Real Techniques®
Reveal your inner expert with high-tech brushes + online tutorials. Created with professional makeup artists and top-rated YouTube beauty gurus Sam and Nic Chapman, Real Techniques brushes feature a color-coded system corresponding to the key steps of makeup application so you can create a flawless base, enhanced eyes and the perfect finish like a pro. Each brush is hand cut with UltraPlush® synthetic bristles that help create flawless, high-definition results. Real Techniques offers a full base line of brushes as well as the luxury collection, Bold Metals®. Real Techniques is a brand from Paris Presents Incorporated, a company that specializes in creating and distributing beauty products and personal care accessories to elevate the beauty experience for women. For more information, visit realtechniques.com

 

1Nielsen U.S., xAOC, premium cosmetic pads, 52wk dollar sales ending 06.06.16
2Nielsen U.S., xAOC, cosmetic applicators, 52wk dollar sales ending 06.06.16
3Nielsen U.S., xAOC, 52wk dollar sales ending 06.06.16
4Mintel Accessory Report, US, September 2015

Category: Press