GOTHA COSMETICS

«SECOND CHANCE» MASCARA DROPS

The first ever "Mascara Life Extender” and black color booster in drops, combining at the same time multiple treatment properties for the lashes: restructuring, emollient and hydrating. A sustainable and environmental-friendly product with waste reduction benefits.

Stand Number: G18-H17 Hall: 15

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Product headline

The first ever "Mascara Life Extender” and black color booster in drops, combining at the same time multiple treatment properties for the lashes: restructuring, emollient and hydrating. A sustainable and environmental-friendly product with waste reduction benefits.

Product - Description

An innovative, inspiring and new-on-the-market product to extend the life of mascaras with many advantages: reducing waste and plastic consumption, while saving time and money.A back-up remedy for any mascara formula that is showing signs of exhaustion: dryness, crumbling, grayish undertone etc. When your favorite mascara no longer performs to the standards, simply add few drops, it will immediately intensify the shine and color while moisturizing, nourishing and replenishing the lashes. The extremely high content of pure natural, biodegradable, ECOCERT and eco-friendly ingredients are worked through a cold industrial process that in all its characteristics responds to sustainable ethics.

Product benefits

For the mascara: refresher, regenerator, color booster, mascara-life extender For the lashes: restructuring, emollient and hydrating For the consumer: 98% of ingredients of natural origin, simplified ingredient list For the planet: waste reduction, low environmental impact

Technical details

Water-Based Formulation Hydrosoluble Argan Oil: ideal to give emollience, nourishment and softness to the texture and to the lashes. Biodegradable. “Perfect Control Drops” Jellifying: used in sustainable cold production processes to obtain light and soft feel of the texture to the touch. Inserted to control the perfect drop release and to avoid product waste. “Darker than Black” Pigment: color intensifier, micronized powder that gives more intensity to the final result. Sea-Derived Blend of Actives: complex of natural ingredients (sea water and seaweed extract) with moisturizing properties for lashes. It also softens the bulk that is thus completely regenerated.

What makes this product so special?

«SECOND CHANCE» MASCARA DROPS is a completely new product concept, responding to real consumers expectations. It meets the demand for innovative, creative, sustainable and natural beauty solutions that are at the same time good for you and for the planet.

How does it relate to the story?

INNOVATION: Marketing-wise the innovation lies in the unique concept, but technically speaking the challenge was to refresh the bulk without not only compromising the performance but also adding benefits and enhancing the color. CREATIVITY: Inspired by a less disposable lifestyle, a never seen before make-up product with a new and Millennial-driven “conscious” approach, combining newness and performance with sustainability and ethics. SUSTAINABILITY: Especially younger consumers are looking for more ecologically responsible cosmetics. They want products that are not only good for the skin, but less harmful to the environment too. From reusing and refilling, to biodegradable materials and ethically sourced, safe and natural ingredients. This product meets all these expectations. REALIZATION: • 3 - 5 drops dosage concentrated texture • Biodegradable formula • Low environmental impact in manufacturing process • About 98 % of natural origin ingredients • Simplified ingredient list

Why the product/formulation is innovative?

Because of its unique concept, the selected and innovative raw materials contained, a simplified ingredient list, a cold manufacturing process and its natural origin ingredients percentage (approx. 98%).