The Unseen Spectra Eye Colour

A reflective cream eye product that transforms under a camera phone's flash.

Product concept

The product is designed to blur the line between digital and physical realities. It is available in two shades, a barely-there silver-grey and a highly pigmented black, both of which transform to a reflective silver when exposed to a flash.

The brand claims the eye cream is the world's first dualreality makeup product.

Trend

In the US, 35% of women who use makeup products look for cosmetics that are camera-ready, showcasing an appetite for dual-reality makeup products.

Mintel's The Future of Colour Cosmetics: 2021 explores the heightened importance of looking good on-screen and opportunities that lie in digital-friendly colours.

Launched in October 2021 in the UK, $45.00

Source: Mintel's The Future of Colour Cosmetics: 2021