Have you ever wondered what goes into a new product launch at butter LONDON? How we come up with our theme, our formulas, etc.? We asked our Sr. Manager of PD, Kristi, to give us the rundown on Shadow Muse-from conception to collection!
The overarching trend for Fall 2015 was all about a bold, smoky eye. Whether it was neutrals or brights, it was smoked out and very mysterious. This came into play when we were doing shade development, and when looking to launch really strong and functional products in our eye category.
The concept behind the ShadowClutch™ was to create a user-friendly, customizable palette that was also affordable. Let’s be real, there is no shortage of palettes in the marketplace, but we found that a lot of times you would only end up using two or three shades per palette. Then you were stuck with shades you never use which made repurchasing for those “hero” shades a total bummer. To create a custom palette, a lot of the options on the market weren’t very economical by the time you picked your palette and each of the shades you wanted to fill it. We were determined to find a portable and functional happy medium. Alas, the ShadowClutch™ was born! We wanted to put together your “basics” for you, so it comes filled with shades you’ll actually use to create mulitple looks. Then we developed the ShadowClutch™ Duos, offering fun pops of colour that are kind of a juxtaposition to the basics, allowing you to customize your palette and your look.
The Smoke Stick™ was designed for someone who wants a quick and easy smoky eye without too much effort. The only tool you need here is your fingertips. We created perfect pairings to smoke and highlight your eye area. The highlighter end can also be used anywhere else you want to add some highlight to your face. Each shade can be worn together or alone, which adds to the versatility of the product. Its super sleek and a great on-the-go item that won’t take up too much space in your makeup bag or purse. The shade selection was developed to offer two “basics”: Buzz Worthy-the perfect brown smoky eye, and Night Shift-the OG smoky eye, with a soft gold and kohl black. The other two shades were developed based on what we were seeing in the trend and created a more vibrant smoky eye, Posh Paradise (a bold purple) and Flash Fusion (a rich teal).
We have revamped our colour mascara with a new and improved formula and brush for easier application and removal. Inky Six (an electric blue), Indigo Punk (a violet shimmer), and Starlight (a sparkling gold that’s clear so your lashes are left with a hint of sparkle) allow you to enhance your mascara or create a bold eye popping look. The new brush is dual textured to maximize application-alone or over mascara. It really helps you fan out and coat each lash fully with product. We have a lot Seahawks fans here in the office, so Inky Six gets a LOT of use during Football season. For longtime bL fans, Inky Six and Indigo Punk were inspired by nail lacquer shades.
To us, this product is a no brainer, we wanted to offer something that boosts your lashes while still allowing you to wear your favorite mascara. The primer is lightly tinted blue hue-something you’ll see is going to be a bL staple when it comes to treatments, this also helps you ensure you are layering your mascara properly and coating every lash to the max. The primer alone increases your lash volume by 100%! For lash enthusiasts (that shy away from falsies-or extensions) this is a quick additional step that gives big results.