Online Exclusives

Maybe It's Maybelline in 2010

By Nancy Jeffries, Correspondent | December 16, 2009

Mass makeup brand unveils its color cosmetics collection for 2010.

Maybelline New York is emphasizing new technology in formulations and applicator configurations, with fashionable appeal for Spring 2010. The theme at the launch of its newest product collection last month at The Glass Houses at Chelsea Art Tower in New York City, supported the brand’s value positioning, albeit with a specialty focus. By offering stunning shades, accessible prices, natural ingredients and professional makeup artistry, the latest products are innovative and appealing. Maybelline’s new Eye Studio collection offers innovative formulas, modern packaging and professional quality results. Inspired by the runway, the colors, textures, and special effects, allow consumers to create a range of on-trend looks.
The Maybelline XXL Pro Mascara lineup.
“Our goal was to create the next generation of professional eye beauty products allowing women to easily be their own artist,” said Carolyn Holba, senior VP-marketing, Maybelline New York Garnier. As the official makeup sponsor of Mercedes-Benz New York Fashion Week, Maybelline New York is expanding upon its eye category with the Eye Studio collection, which consists of Color Plush Silk Eyeshadow, an innovation in the mass category as the product utilizes wet technology and delivers a satiny powder feel upon application. Available in 12 shade palettes, it retails for $9.99.

Color Pearls Marbleized Eyeshadows feature dual-sided complementary shades on one side, and solid color on the other, to use separately or mix together. Concentrated pigments with swirls of pearls, in a new baked technology for high pearl finish, create a shimmer effect in a customized look, $6.99. Also featured were Lasting Drama Gel Eyeliner, for precise application and intense color, $9.99, and the line of XXL Pro Mascaras, in XXL Pro Volume, a two-step process which consists of layering powder and mascara for dramatic volume, XXL Pro Extensions, for lash lengthening, XXL Pro Curl, and XXL Pro 24-Hour Bold, a 2-step layering mascara, which copies the professional routine of layering waterproof mascara over washable mascara, with a base coat in black, which is combined with a top coat to build an impermeable shield for 24 hour wear, available in one washable waterproof shade, Very Black. Each XXL Pro Mascara retails for $9.40.
Maybelline's Wendy Charland (left) and Erica Kovacs at the press preview of Shine Sensational lipgloss.

Innovative Application

A new addition to the brand’s lengthening mascara, Lash Stiletto Ultimate Length Mascara, is Lash Stiletto Voluptuous Mascara. The new formula lengthens and plumps lashes, and features a patented Dual Action S-shaped brush to hold more formula in its curves, to fully coat and thicken each lash. The Pro-Vitamin B5 formula conditions and smoothes lashes while adding finish and shine. Two washable shades, Very Black and Brownish Black, and one waterproof shade, Very Black Waterproof, retail for $8.95.

The new Instant Age Rewind Collection, featuring The Eraser, is an anti-aging treatment makeup, with a patented micro-corrector applicator and patent-pending new formula. Going beyond coverage to “erase” imperfections, the product features a treatment formula for evening skin tone, blurring away imperfections and age spots with a micro-filling and micro-covering sponge applicator. The formula contains a blend of goji berry, known for high concentrations of antioxidants, including 19 amino acids, vitamin C, and four polysaccharides, to stimulate collagen production and help tighten and firm the skin; and SPF 18 to protect the skin from future damage.

Lash Stiletto Voluptuous Mascara with its S-shaped dual action brush.
Charlotte Willer, Maybelline New York’s Global Makeup Artist, said, “It’s very comfortable to wear, plus offers portability and SPF.”

Featured in the collection are New Instant Age Rewind Radiant Firming Makeup SPF 18, with micro pearls, $9.99; New Instant Age Rewind Primer Skin Transformer, for a youthful glow, for all skin types, $9.99; and Instant Age Rewind Double Face Protector, a 2-in-1 concealer and highlighter, to conceal and brighten with light-reflecting pearls, $9.25.

The newest Shine Sensational Lip Gloss from Maybelline New York contains aromatic fruit nectars to enhance taste and deliver shine, plus undiluted pigments in a translucent base, to glide on smoothly and provide clear color. There are 18 shades, including Glamorous Guava, Cranberry Crave and Mad About Melon, to bring home the fruit nectar connection, and a nurturing formula with flavor and fragrance. Each shade is packaged in a shade-matched tube, decorated with fruit images, to reflect the flavor and fragrance inside and retails for $5.99. Like the other products featured at the launch, all are available this month at mass retailers nationwide.

Additional information on the latest product introductions, news, seasonal trends and advice, in both English and Spanish, may be found at:

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