Mascara momentum - What's Hot - Maybelline and Revlon product introductions - Brief Article

DSN Retailing Today,  June 10, 2002  

Tags: Revlon Inc.

• E-mail
• Print
• Link

Regardless of style or age, there is one product that is universally found in women's makeup bags year-round. Mascara is the easiest, quickest solution to enhancing the eyes. New launches from Maybelline and Revlon this summer and fall promise to enliven the category with bleeding-edge innovations.

Maybelline, the leader in the mass eye category with just over 30% market share, will help women's eyelashes reach their full potential with its Lash Expansion Thickening Mascara. The patented wrap-around brush relies on crisscrossed bristles to surround lashes 360 degrees, said Eileen Higgins, vp of product development. Also, its unique formula of polymeric resin and other ingredients allow users to build volume without creating a clumpy look. Lash Expansion Thickening Mascara, arrives in stores this July for $6.95, and is available in very black, soft black and brownish black.

Revlon, aiming to bump up its 11.6% market share, is taking a different approach to lash color with its Revlon ColorStay Overtime Lash Tint, which works overtime to darken and define lashes for up to three days. The smudge-free, flake-free tint marks Revlon's latest extension to its long-wearing, transfer-resistant category. The product has enough staying power to last through a swim, but its special formula of polymers and natural botanicals and plant-based conditioners make it safe for eyes. ColorStay Overtime Lash Tint will arrive in stores in September for $7.50, and is available in blackest black, black and blackened brown.

COPYRIGHT 2002 Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
COPYRIGHT 2002 Gale Group