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: www.maybelline.com

Related End-User Markets:

blog comments powered by Disqus
  • Who Makes That?

    Who Makes That?

    Tom Branna, Editorial Director||April 1, 2016
    From concept and formulation to testing and filling, today’s contract manufacturers perform a range of services for marketers

  • Makeup Magic

    Makeup Magic

    Melissa Meisel, Associate Editor||March 1, 2016
    Sales get a lift from novel ingredients and endorsements from the likes of Gwen Stefani.

  • Inspiring the Next Generation Of Personal Care Products

    Inspiring the Next Generation Of Personal Care Products

    March 1, 2016
    In-Cosmetics 2016 returns to Paris next month, April 12-14, 2016.

  • Why Look Good, When You Can Look Perfect?

    Why Look Good, When You Can Look Perfect?

    Tom Branna, Editorial Director||April 4, 2016
    A new way to try-before-you buy is capturing the attention of consumers and the beauty industry.

  • NYSCC Explores Product Innovation

    NYSCC Explores Product Innovation

    Christine Esposito, Associate Editor||March 14, 2016
    New product development, formulation expertise and proper preservation are topics of discussion at February monthly meeting.

  • What

    What's on Tap for 2016?

    Nancy Jeffries, Contributing Editor||February 8, 2016
    CEW and NPD present their beauty industry review and preview.

  • Perfect Timing

    Perfect Timing

    Tom Branna, Editorial Director||January 11, 2016
    New ways of collecting data can help cosmetics companies understand what women really want—and when they want it.

  • When a Cosmetic Becomes a Drug

    When a Cosmetic Becomes a Drug

    Jacqueline Sheridan, Dinsmore & Shohl LLP||January 11, 2016
    The unintentional conversion of personal care products through marketing.

  • Color, Your World

    Color, Your World

    December 7, 2015
    A kaleidoscope of concepts was the conversation at a recent NYSCC symposium.

  • Hitting a Wall(mart)

    Hitting a Wall(mart)

    November 9, 2015
    Walmart imposes slotting fees and that hurts a lot of Tier 2 and 3 FMCG companies.

  • That’s Quite an Achievement!

    That’s Quite an Achievement!

    Nancy Jeffries, Contributing Editor||November 2, 2015
    The CEW honors seven beauty industry leaders.

  • No Coasting Here

    No Coasting Here

    August 12, 2015
    A Q&A with Coast Southwest CEO Joseph Cimo.

  • Game Face

    Game Face

    Christine Esposito, Associate Editor||August 3, 2015
    Meet the team behind Sweat Cosmetics, a new line of makeup built for more than a walk in the park.

  • Indie Innovators

    Indie Innovators

    Nancy Jeffries, Contributing Editor||July 20, 2015
    Independent beauty brands often tap the trends and set the tone in the global personal care industry.

  • Indie Beauty Takes Center Stage

    Indie Beauty Takes Center Stage

    Christine Esposito, Associate Editor||July 13, 2015
    The first Indie Beauty Expo will take place Aug. 27 in New York City. Happi checked in with the duo behind this new event that’s out to serve this fast-growing sector of the beauty industry.

  • Scoring Big with Women’s Soccer

    Scoring Big with Women’s Soccer

    Christine Esposito, Associate Editor||July 8, 2015
    Carli Lloyd and crew have star power—but will any beauty firm be smart enough sign these soccer stars? Take our poll now.

  • Lux in Flux

    Lux in Flux

    Tom Branna, Editorial Director||July 6, 2015
    FIT graduates detail the changes impacting the global cosmetics industry.

  • Are You for Real?

    Are You for Real?

    June 22, 2015
    Counterfeit cosmetics and pseudo scents permeate the internet; here's how brands can protect themselves.

  • London Calling

    London Calling

    June 15, 2015
    Fueled by growing customer demand for healthy cosmetics, Lily Lolo is expanding its products and reach.

  • Teen’s Non-Toxic Dream Gets Real

    Teen’s Non-Toxic Dream Gets Real

    Christine Esposito, Associate Editor||June 8, 2015
    Rhode Island teen Ava Anderson serves as CEO of a fast-growing direct sales company that’s playing in multiple household and personal care categories.

  • A Reason to Smile?

    A Reason to Smile?

    Jeremy Kerstetter, Assistant Editor||June 1, 2015
    IRI study uncovers consumer optimism...even among Millennials.

  • The Right Choice

    The Right Choice

    Nancy Jeffries, Contributing Editor||May 28, 2015
    The CEW Insiders's Choice Beauty Awards

  • Thousands Flock to NYSCC Suppliers

    Thousands Flock to NYSCC Suppliers' Day

    May 18, 2015
    Once again, the cosmetic world meets in Edison, NJ.

  • Future Focus on Long-Term Beauty

    Future Focus on Long-Term Beauty

    Nancy Jeffries, Contributing Editor||May 7, 2015
    Cosmetic Executive Women provide an update on global trends.

  • Which Way, M&A?

    Which Way, M&A?

    Tom Branna, Editorial Director||March 23, 2015
    Personal care is an attractive end-market for chemical companies due to an above GDP growth rate and higher margins.

  • Packs A Punch

    Packs A Punch

    Christine Esposito, Associate Editor||December 15, 2014
    Osmosis Pur Medical Skincare “spices” up the CC cream category with a new launch.

  • Have Consumers Had Enough of Promotions?

    Have Consumers Had Enough of Promotions?

    Emily Mayer, IRI||November 10, 2014
    FMCG promotions. Personal care. New Products. innovations.

  • Sothys

    Sothys' Sweet Spot

    Christine Esposito, Associate Editor||October 20, 2014
    Spa brand Sothys USA has expanded its presence at the Spa at Hershey, and added a new color line too that offers efficacious ingredients.