Fenty Skin has issued a playful response to a surprise innovation race after a new packaging innovation for eye patches emerged from multiple brands.
The Rihanna-founded beauty brand teased the launch of its Dew N Plump Fresh-Sliced Hydrogel Eye Patches on Instagram four days ago.
The post amassed thousands of views and likes, as users praised the packaging which “freshly cuts them one at a time”.
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In the post, a video shows the container being twisted, and a hydrogel eyepatch emerges, using a similar “grinding” mechanism found in cleansers already on the market, which emerged from South Korea.
However, in the last 24 hours it has since emerged that Glow Recipe and Huda Beauty are also launching grinding eyepatch products.
In a fresh post, Fenty Skin shared a picture of the four products mimicking the same stance as a famous internet meme, in which three identical Spider-Man characters are pointing at each other.
“Pulling up to the function with your hgs in the same fit like 👉🏾👈🏾,” the brand said in the post.
“This is too good,” said Huda Beauty founder Huda Kattan (@huda) in the comments section on the post.
The Lipstick Lesbians (@thelipsticklesbians) commented: “Iconic.”
Charlotte Parler (@charlotteparler), co-founder of skin care brand Dieux, commented: “No one does social like Fenty.,”
It followed Glow Recipe’s Exopeptide Caffeine Brightening and Depuffing Fresh Slices Eye Mask being revealed in a video posted in Instagram by The Lipstick Lesbians on 22 September).
“Now these are our first impressions, however, could not help but immediately think of the latest @FentySkin video that showcases a packaging innovation that looks exactly the same as this,” the beauty influencers said in the post.
“That does not mean that what is inside is the same though, and they do both seem to be hydrogel.”
Meanwhile, beauty content creator @prableenkaurbhomrah shared a video on 22 September claiming to show an unreleased Huda Beauty product.
Called Undereye Jelly Patches according to the packaging shown in the clip, the npd also has a slicing mechanism.
“Fenty, Glow Recipe and now Huda Beauty launched just within three to four days is crazyyyyy eyeing this 100% tho,” said social media user @sagarikaranaa in the comments section on the post.
K-beauty brand Wonder Bath’s slicing serum is already on the market and uses the same mechanism.
Cosmetics Business has contacted Fenty Skin, Glow Recipe, and Huda Beauty for a comment.
Image credit: Adobe
