Launch Pad: Midsummer Mass Beauty

July is typically an active launch period for mass-market beauty, as brands begin to introduce fall products. The category has struggled this year as consumers increasingly opt to shop specialty and e-commerce sites for brands traditionally found only in mass and drug stores. Mass makeup and nail tracked flat year-over-year, according to Nielsen data for the 12 months ending June 30. As sales in the drugstore channel continue to stagnate, this year brands such as L’Oréal Paris and Wet ’n’ Wild are betting big on exclusive, limited-edition and celebrity-backed product launches at Ulta Beauty, Walmart and on Amazon. Here, a selection of key launches from mass-market brands. L’ORÉAL PARIS Havana collection, $9.99 to $14.99 The brand’s collaboration with Camila Cabello — its first with one of its brand ambassadors — is set to launch first on ulta.com on July 15 and will roll out to global mass and drug doors in August. The collection consists of five products — the Sun-Lit Bronzer, Gotta Give Brow, Flash Liner, Lip Dew and Eye Shadow. L’Oréal Paris sales are up 5 percent year-over-year, according to Nielsen. FLOWER BEAUTY Pretty Deadly collection, $7.98 to $12.98 Drew Barrymore’s Flower is overhauling its fragrance business with the launch of Pretty Deadly. The collection consists

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