Written by Guest Writer, Amanda J. Esquibel
Danessa Myricks’ viral and beloved Yummy Skin collection has a new member! In addition to the Serum Foundation, Blur Balm, and Skin Tint, the beauty brand has recently launched its new Lift & Flex Concealer. Some are saying this may be THE concealer drop of 2024.
Similar to the rest of Myricks’ Yummy Skin line, this concealer won’t be just an average product.
The Lift & Flex packaging may be small, but it's certainly mighty, containing 0.32ml of product, which is more than a few popular concealers on the market right now.
Plus, Yummy Skin is a collection that caters to enhancing natural beauty.
Myricks, a rather iconic makeup artist and brand founder, has designed her new concealer with functionality in mind. It's intentionally small enough that makeup artists can easily add it to their makeup kits.
She's also created the applicator to let the customer have control of how much product they’d like to use, making this another impressive multi-use product in Myricks’ portfolio.
Six Flexible Ways to Conceal
With the curved reservoir on the applicator, the product gets evenly distributed for areas small or large. The targeted tip is aimed to address more precise spots on the face such, as blemishes or uneven tone. Not everyone uses concealer for the under eye area. Many people do want to only use the concealer for cover-ups or as a replacement for foundation.
Regardless of what consumers use the concealer for, this packaging gives desired control.
Myricks’ website states, “dot to conceal, tap to blend, target tip to spot cover.”
Here are the six ways the Yummy Skin Concealer Lifts & Flexes:
Conceal: under eyes
Foundation Free: for no makeup, makeup days (light coverage)
Correct: discoloration and dark spots
Power Lift: a shade lighter will help lift the face
Contour or Bronze: choosing darker shades can create these effects on the face
Blemish Touch-Up: helps cover blemishes and touch-up any spots that need extra coverage
The dry down of this product is a soft matte, similar to the dry down of the blur balm. Where the product almost feels and looks like powder on the skin. There’s no need for a setting powder with this concealer! It’ll look flawless either way!
Skincare Benefits
Not only is the packaging unique, but so is the formula, something Myricks is well known for leading major innovation with.
The Yummy Skin Lift & Flex Concealer contains:
Caffeine = amazing for making the skin look brighter and tighter.
Ku Shen = an antioxidant to combat darkness and discoloration.
Orchid Flower = for increased luminosity to make everything look seamless.
Echinacea = a soothing antioxidant for anti-aging.
Centella Asatica = moisturize and repair the skin barrier.
Purslane extract = reduces inflammation and hydrates the skin.
Target Demographic
For everyone and anyone looking for soft, easy-to-use but high performing makeup that provides an enhanced complexion without looking too caky.
Marketing Breakdown
Instilling their core values in inclusion and love for their fans.
Social: featuring people of different skin complexions and ages to showcase how the concealer performs, making it more relatable to the wide audience of Danessa Myricks fans.
Affiliate Marketing: Danessa Myricks Beauty makes sure to show off when its audience shares their makeup routines featuring the brand's products, allowing them to receive commission and providing a larger platform for more eyes on their content.
Content: Teach Me Tuesdays on Instagram and Tiktok Live, where makeup pros including Danessa herself or members of the brand team explain step-by-step how they use the products on different clients. This opens a free live chat where anyone can join and ask questions directly to Danessa Myricks Beauty’s staff, a major driver for connection strengthening and community building.
Worth Buying?
We think so. Especially, for consumers seeking an on-the-go, skin-like finish concealer option.
What are your thoughts on this launch, besties?
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