Getting even with skincare.
It’s no secret. Skincare is that girl — and she has no plans of stepping out of the limelight.
But that doesn’t mean consumers are ready to completely ditch their makeup routines. Instead, they’re looking for holy grail products that help them do more with less, which means investing in multi-purpose makeup with skin-enhancing benefits.
Fenty Beauty is helping them do just that. Not to be outshone by her younger sister, Fenty Skin, the brand recently launched a skincare-fueled concealer that goes beyond coverage.
The We’re Even Hydrating Longwear Concealer features an extreme longwear liquid formula that’s said to resist creasing, fading, sweat, and humidity. Buildable coverage evens discoloration and brightens dark circles while hydrating and conditioning the skin. A curved applicator brush mimics the shape of your finger for precise coverage. After application, the product melts into the skin for a natural, barely-there finish — perfect for achieving a “no-makeup” makeup look.
Photos: Fenty Beauty
Let’s dive into the ingredients, shall we?
Prickly Pear Cactus Extract. Think of this as your hydration superhero. The extract not only moisturizes your skin, but also gives it a refreshing boost of antioxidants.
Sodium Hyaluronate. It’s like a big gulp of water for your skin, minimizing fine lines and wrinkles. Plus, it’s the friend everyone loves — suitable for all skin types!
Persian Silk Tree Extract. An age-defying magician with antioxidants up its sleeve, it brightens your skin, fights signs of aging, and leaves you with a glow that says, “I woke up like this.”
TLDR: It’s not just makeup. It’s a skincare treatment in disguise.
Fenty Beauty took to social media to promote the new product with a series of teasers and influencer collaborations. But what we found most notable about their go-to-market strategy was its focus on inclusivity. Staying true to its brand ethos, Fenty featured a diverse range of influencers with different skin tones and textures — and the product itself is available in 50 different shades.
In an industry that’s constantly changing, Fenty Beauty stands as a beacon of innovation, inclusivity, and a celebration of individual beauty. The We’re Even Hydrating Longwear Concealer is more than just another product on the shelf. It’s a reminder that makeup isn’t just about looking good; it’s about feeling good in your own skin.
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