Almay Make Them Jelly Hi-Lite is a super surprising release that’s available for one day only on sale for Ulta Platinum Members only. Ok, so, wait a second I think my head did a Regan MacNeil when I saw this! You have to admit it’s quite unusual for Almay isn’t it!? Who would expect them to go all Farsali Jelly Beam Illuminator on us!? Not to mention Almay is taking on the mermaid and unicorn trend!?
It’s definitely different for the brand but what comes as an even bigger surprise is the rather adorable packaging on these highlighters. Each highlighter comes housed in a rather adorable pink or blue container with a faceted bejeweled top. I’m actually somewhat tempted. Gasp! Shock! These have a jelly texture which they call innovative but let’s be honest here, Farsali did do it first. The highlighters provide an iridescent sheen in either pink (Shade: Unicorn Light) or blue (Shade: Mermaid Magic).
I’m a little surprised to see Almay headed down this path. I mean last Maybelline did introduce a rainbow highlighter and a Fairy Highlight Illuminating Powder in purple. And of course, Ulta released a Rainbow Highlighter and Wet n Wild did an entire mermaid and unicorn collection. However, one would expect to see such things from Wet n Wild but Maybelline? Almay? Not really. Especially Almay though who has always played it fairly safe with their makeup releases.
I will say they did a good job with the launch. The packaging is pretty sweet looking! I can’t speak for the formula but their marketing doesn’t seem to be too in your face with unicorns and mermaids aside from the names.
What do you think?
Yay or nay for Almay Make Them Jelly Hi-Lite?
These are $14.99 and available on sale today only for Ulta Platinum Members at ulta.com or get buy 1 and get 1 50% off.
Everyone else can get Almay Make Them Jelly Hi-Lite on February 18th at ulta.com and in stores March 11.