Covergirl’s New Eye Enhancer 3D Mascara Makes Eyes Pop

Covergirl wants consumers to ditch their eyelash curlers and opt for the brand’s new Eye Enhancer 3D Mascara. 

 

Designed with a 50-degree curved fiber brush to curl, lift and fan from root to tip, the product aims to provide a three-dimensional “up and out effect,” per the Coty-owned brand.

 

Infused with haircare-inspired ingredients, plant-based keratin and lifting waxes to keep lashes lifted and fanned out, the Leaping Bunny-approved mascara works all lash types. The transfer-proof, smudge-proof formula provides up to 24-hour wear that is easy to remove. 

 

“Covergirl recognized that beauty users want a mascara that’s affordable, but won’t compromise on bold volume, and that’s exactly what the Eye Enhancer 3D Mascara delivers,” said Mary Santangelo, senior vice president, Covergirl global marketing, at Coty. “This versatile mascara offers three key benefits in one accessible and affordable product that we know beauty lovers, especially Gen Z, crave. With this launch we also tapped into social and product trends to identify a shade palette that is bolder and more youthful.” 

Based on a week study of 114 consumers, 90% of users said the Covergirl Eye Enhancer 3D Mascara lifted their lashes and 86% said their lashes weren’t weighed down by the formula. Ophthalmologically tested to be suitable for all eyes including sensitive and contact lens wearers, the new Eye Enhancer 3D Mascara comes in three eye-enhancing shades: Intense Black for brighter eyes, Dark Chocolate for natural, softer-looking eyes, and Berry Brown to make eyes pop.

 

The Eye Enhancer 3D Mascara is available everywhere Covergirl is sold.

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