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Hard Candy Makeup Sweetens Mass Market Shelves

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By: Jamie Matusow

Editor-in-Chief

Hard Candy released its latest collection, available exclusively at Walmart and walmart.com. While there are new categories, new shades, catchy new names and new technology, nothing in the collection costs more than $10. New categories include Hide & Glow Cheek ($6), a cheek tint that brightens cheeks for a just pinched natural flush; Big Curls Don’t Cry ($6), waterproof mascara that promises to prevent color from dripping in all weather conditions; Inked Up ($5), a body art kit with “medical grade ink” that lets you experiment with no regrets; and Matte Top Coat ($5), which tops any color nail polish with a matte finish, and wears a cubic cardboard box over just its cap, emphasizing the topcoat.  Lots of clear packaging lets colors shine through, and graphic designs and atypical shapes and embellishments make Hard Candy look like eye candy on shelf and online.
 
More info: www.walmart.com

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