Following hot on the heels of the USA, South Africa has launched RapidGlam, the world’s first Mascserum.
Distributor Blue Sky International reports that the product, which combines a mascara with a lash enhancing serum and a fibre-infused primer, sold out even before the national RapidGlam road show had been completed.
Speaking at the Johannesburg launch on 12 March 2021 at La Vie En Rose, Killarney Country Club, Blue Sky CEO Wayne La Grange described RapidGlam as ‘currently the biggest cosmetics launch globally’, having sold out entirely in the USA during its first month of launch.
Said La Grange: “RapidGlam, which is the latest product from the RapidLash stable, launched on CBS News and Fox News in America. We have embarked on a huge marketing campaign in South Africa – we are on all channels.”
International Lancome session stylist, Andrew St. James, was on hand at the launch to demonstrate how to apply mascara like a pro. “RapidGlam lifts and curls instantly and after just two coats, makes you look like you’ve had lash enhancements.
“This is a wet formula mascara, meaning it has a gel consistency that remains wet so it conditions throughout the day and you can apply another coat without the product flaking or clumping. Just don’t touch your eyes. It is neither water-based nor waterproof. RapidGlam is a very smooth and creamy mascara, with a super black pigment.”
La Grange noted that this dermalogically approved product can be used on sensitive eyes and is suitable for contact lens wearers. It can be worn by women who are pregnant or breast-feeding.
“Ideally, you should use RapidLash Lash Enhancing Serum at night as the growth medium, and RapidGlam during the day. RapidGlam is formulated with 50% of the growth ingredients found in RapidLash,” he explained.
Ingredients in RapidGlam include a blend of peptides, panthenol (vitamin B5), biotin, pumpkin seed extract, kaolin (clay) and fibre (cellulose).
Blue Sky has created a 20-minute Zoom training module for RapidGlam, with 200 sessions completed already. (Report by Joanna Sterkowicz)