Online Exclusives

What's New at Maybelline New York?

By Nancy Jeffries, Contributing Editor | December 22, 2011

The company unveils new foundations as well as eye and lipcolors.

New textures, sheer coverage, and innovative formulations highlighted the Maybelline New York launch at New York’s Cult Studios earlier this month. The products, arranged in a labyrinth of counters and large screen projections of fashion runways, makeup, and New York street scenes, provided a colorful, interactive environment for sampling, testing, and education.
The new collection features a next-generation foundation, called Dream Nude Airfoam Lightweight Foam Foundation, a water-based, sheer, buildable foam, that covers with a light, nude finish, features an SPF 16 to protect the skin from the sun, and is available in a range of 12 shades. It is the latest iteration in the Maybelline New York Dream Franchise, which previously introduced Dream Matte Mousse, Dream Liquid Mousse, Dream Smooth Mousse, and now offers its lightest weight foundation, with an easy to use foam pump, to deliver ultra-fine aerated pigments. Dream Nude Airfoam retails for $10.99 and is one of three sensorial formulas, along with Dream Lumi Touch Highlighting Concealer and Dreamy Blouncy Blush that make up the new Dream regimen. Dream Lumi Touch Highlighting Concealer, a gel-based formula, combines the camouflaging benefits of a concealer with a brightener, available in six shades, $7.99; and Dream Bouncy Blush, an oil-free, sheer wash of color formulated with silicone elastomers, has a light feel, is said to melt into skin like a cream blush, and is available in ten shades, $7.99.
Models show off the latest cosmetics from Maybelline New York.
Eye Studio Color Collection
Maybelline New York’s Eye Studio Collection introduced Color Tattoo 24-Hour Cream Gel Shadow, Master Precise Liquid Ink Pen Eye Liner, and Master Shape Brow Pencil, the latest additions to its Eye Studio franchise. Color Tattoo 4-Hour Cream Gel Shadow is available in five statement and five neutral shades, combines intense pigment technology with flexible film formers, for saturated color, and is said to hold its vibrant, crease-resistant color for 24 hours. It retails for $6.99, and features such statement shades as Pomegranate, Tenacious Teal, Punk, and Painted Purple.
Dream Nude Airfoam is new from Maybelline New York.
Master Precise Liquid Ink Pen Eye Liner offers a new, hyper-sharp 0.4mm tip, to create extra fine lines with no skipping, a continuous flow, and a proprietary ink technology that keeps pigment saturated. According to Maybelline New York, it is so thin it may be used to create artistic, individual looks, upping the fun factor, and is available in one intense shade, black, retailing for $7.99. Also featured is the double-ended Master Shape Brow Pencil, a wax pencil with subtle color pigments and a refined groomer brush for the finishing touch. It is available in four shades, at $7.99.

The newest Maybelline New York mascara is Illegal Length Fiber Extensions Mascara, with fiber-extension technology said to make lashes 4mm visibly longer, with an exclusive Fiber Fix formula that works to seal the fibers to each lash, while the Fiber Fix Brush catches each lash for placement. The mascara is available in Washable shades, including Blackest Black, Very Black, and Brownish Black; as well as Waterproof shades, Blackest Black and Very Black, for $8.95.
The SuperStay Lip Franchise

Maybelline New York introduced its first stain-gloss, called SuperStay 10-Hour Stain Gloss, which is said to combine the staying power of a stain with the shine of a gloss. The product is formulated with a weightless feel, glides on slick and smooth, and features an O-shaped wand applicator to evenly distribute the product without excess. Available in ten shades, from Pink Plush and Luxurious Lilac, to Mauve Dream and Berry Heavenly, it retails for $8.99.

The new SuperStay 14-Hour Lipstick from Maybelline New York.

No dragging, no drying, and no letdown, this is the catchphrase of the new SuperStay 14-Hour Lipstick from Maybelline New York, and the latest iteration comes in a lightweight formula that is said to deliver rich color for 14 hours, and comes in 20 shades. According to Maybelline New York, its patented Color Keep technology uses a next generation range of flexible resins to envelop rich pigments in a long-wear film, that allows the color to meld with lips, for long-wear and weightless feel. A range of pink shades includes Perpetual Peony, Pout on Pink and Eternal Rose; with Nudes, including Never Ending Nude, Consistently Truffle, and Ceaseless Caramel; and Reds, featuring Continuous Cranberry, Keep Me Coral, and Enduring Ruby. The plums include Wine and Forever, Infinite Iris, and Endless Raisin. They each retail for $8.99. Each collection will be available at mass retailers beginning in January 2012. Maybelline New York is the official makeup sponsor of Mercedes Benz Fashion Week, features technologically advanced formulations for accessible cosmetics, and is available in more than 129 countries worldwide.

Additional information about the newest products and formulations is available at:

Related End-User Markets:

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