Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Cargo Cosmetics: Toronto, Ontario-based company says its LashActivator - launching this summer - was associated in clinical testing with "a 169% improvement over the natural rate at which lashes grow." The product contains marine algae extracts for increased lash density and growth, citrus-derived flavonoids "to promote microcirculation for optimal growth," and a peptide-biotin complex that slows the rate of lash loss, the company says, stressing that LashActivator "does not use irritation as a mechanism of action." Cargo founder Hana Zalzal states: "As we studied the eye category as a whole, we realized that there was no truly safe and efficacious lash-growing product on the market." Personal-care companies in the growing eyelash enhancement category have been faced with a new marketing challenge since Allergan's Latisse drug was approved by FDA in December 2008 for treating hypotrichosis of the eyelashes (1"The Rose Sheet" Jan. 12, 2009, p. 3). Cargo also is launching a 7 in 7 kit of "tried-and-true, must-have" makeup products "to get you out the door in no time flat." Rolling out in May to Sephora locations and Sephora.com, the kit comprises firm's OneBase concealer/foundation, Essential Palette, Eye Liner, BeachBlush, Reverse Lip Liner, new Classic Gloss with Timestrip technology "to monitor the freshness of your gloss," and the LashActivator. The 7 in 7 kit is priced at $59, versus a retail value of $170, Cargo says
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CARGO Builds On LashActivator Success With Line Extensions
Niche cosmetics firm CARGO Cosmetics will launch several products this spring that piggyback on the international success of its Cargo LashActivator Mascara
Holiday Cosmetics In Brief
Cargo Cosmetics: Niche Canadian brand takes inspiration from Mediterranean and Eastern culture for "exotic" holiday offerings. Hands of Hope Collection ($29) consists of nine eyeshadows, each embossed with the Hamsa - a protective hand-shaped amulet and "enduring emblem of peace, hope and prosperity," Cargo says. According to the company, the eyeshadow shades are among the hottest of the season, including vibrant purple, fern green, frosted cool brown, midnight blue and gunmetal gray. With the Mediterranean Nights Collection ($34), which comprises four eyeshadows and two blush/bronzer duos, "you have everything you need to evoke the glow of a Mediterranean holiday, just in time for all your holiday parties," Cargo says. Finally, firm introduces "the perfect stocking stuffer"- its Eastern Eye Pencil Collection of five mini eye pencils in a "sleek, cigarette-style case" for "eyes that pop all night long," priced at $18. Shades include exotic eggplant, sparkling green tea and burnished olive. Items launch in mid-October in Sephora doors and at Sephora.com. This summer Cargo launched what it touted as a "truly safe and efficacious" eyelash growth product, formulated with marine algae extracts (1"The Rose Sheet" March 30, 2009)