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Real Techniques to launch 3 new makeup sponges


GURNEE, Ill. -- Real Techniques by Sam and Nic is launching a new set of products that has makeup fans raving.

The brand is launching three new makeup sponges for every step of the makeup application. Designed with YouTube beauty stars, Sam and Nic Chapman of Pixiwoo, the brand now offers applicator options to cover the three "C's" of make application: Cover, Correct, Color.

The new expanded portfolio addresses the large demand for sponge applicators spreading through the makeup industry. While Real Techniques provides a variety of makeup brushes, tools and sets, premium sponges account for 34% of the applicator category. In fact, sales for the product are up over 600% year-over-year.

"As makeup artists, we've been using sponges for years, and now we are letting our fans in on our little secret to flawless application," said Nic Chapman.

The miracle sponge line features unique foam technology that works effortlessly with liquid, creams and powder makeup. Each product can be used damp for a dewy glow or dry for full coverage:

  • COVER: [Base] miracle complexion sponge: the beloved original is now available in a value pack – offering three options to keep your makeup bag stocked with the foundation essential (Single $5.99, 2 Pack $10.99, 4 Pack $17.99)

  • CORRECT: [Eyes] mini miracle eraser sponges: the miniature sponges are intended to help with touch-ups in hard-to-reach or sensitive skin areas like under eyes and around the nose ($5.99)

  • COLOR: [Finish] miracle sculpting sponge: the all-in-one tool for an effortless contour is expertly cut and allows for one side to be used for a glowing highlight, the other for soft shadows ($5.99)

  • Miracle mega pack (6 miracle complexion sponges): the ultimate sponge set features all three sponges to create a blended airbrushed look from start to finish – including two miracle complexion sponges, three miracle mini erasers and one miracle sculpting sponge ($19.99)

The Bold Metals Collection, the brand's luxury line of makeup brushes, is also releasing its first-ever sponge applicator. The miracle diamond sponge is a '900-carat' sponge that boasts 13 faceted sides to work with multiple products and colors on every area of the face. This serves as a multi-tasking and color correcting tool for more advanced makeup mavens ($10).

"Real Techniques' sponges continue to drive consumer interest, and we anticipate continued growth in the coming year," said Eva Oreskovich, vice president of Global Marketing at Paris Presents Incorporated – owner of the brand, Real Techniques. "Continued innovation drives this growth, with new colors, shapes, sizes, formats and capabilities emerging to meet consumer needs and advance industry trends."

The versatile sponge has become a favorite staple among master makeup artists and fans of all ages with nearly 70 percent of women ages 18-34 using a makeup sponge or blender4. Retailers recognize this demand and are making more room for applicators and sponges in their stores. However, price has proven to be a barrier for other products within the category, so the miracle complexion sponge's superior value proves crucial with mass retailers. 

All of the new miracle sponge products have patents pending and hit shelves at retailers nationwide in 2017.

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