Laura Mercier has launched a new Tinted Blur Balm aimed at a wider demographic to help accelerate its broader appeal.
The Orveon-owned make-up brand’s balm-to-powder tint has been designed to blur and sculpt skin with a natural matte, soft-focus finish, hoping to appeal to Laura Mercier’s core audience as well as Gen Z.
It has been formulated with a peptide infusion that claims to help refine skin, and enhance texture, elasticity and tone, along with vegetal squalane and camelina sativa seed oil.
The brand claimed the strength of this launch is that it can appeal across ages, lifestyles and skin priorities, delivering benefits that feel relevant – whether the consumer is seeking a blur, refined skin texture or both.
And although Laura Mercier has a “deeply established and loyal consumer base”, the brand’s Executive Director, Commercial, Elizabeth Reynolds, told Cosmetics Business it is welcoming a broader demographic into the franchise, “without changing what it stands for”.
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