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Rimmel Plans Big Launch in U.S.

January 8, 2010

A range of new products arrive this spring.

To mark its 10th anniversary in the U.S., Coty is expanding the Rimmel London color cosmetics collection. The brand is the No. 3 color cosmetics line in Europe and has global sales of $700 million.

The new products include Max Volume Flash Mascara, which reportedly delivers 14 times more volume. The Lash Expand formula is enriched with collagen to fatten lashes and Keratin for stronger, sleeker, shinier lashes. Meanwhile, a new mono eyeshadow called Glam Eyes, includes bold colors such as spicy bronze, posh peacock, royal violet and celestial sapphire.

In the lip category, new Moisture Renew Lip Colour includes an SPF 18 formula as well as Self Adapting Moisture Complex featuring hyaluronic acid, collagen and vitamins A, C and E to nourish lips. There are 24 shades in an elegant metallic purple case. Suggested retail is $6.79. Also new is Royal Gloss, which is available in pearly shades in scents of bubble gum, chocolate and peach and retails for $4.99.

For the face, new Lasting Finish Blendable Blush and Highlighter is available in four shades and the Blendable Blush and Highlighter comes in trip palettes. Both are priced at $4.99. And new Sun Shimmer Maxi Bronzer for face and body retails for $7.99.

Finally, in nail color, Lasting Finish Pro Nail Enamel is said to last up to 10 days. Its wide-angled brush for fast and mistake-free application. With more than 800 fine-textured bristles, the brush is designed to adapt to any nail shade and requires fewer strokes to apply. This new nail line is available in 31 colors and will retail for $3.99.


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