Maybelline Combines Nature and Technology

Technology infused with natural ingredients is how Maybelline New York-Garnier executives explain their launch strategy for 2010. For example, on deck are Garnier HerbaShine Color Creme with Bamboo Extract, its first ammonia-free hair color; Maybelline New York Instant Age Rewind Radiant Firming Makeup SPF 18, which uses goji berry to help fight the signs of aging.

HerbaShine ($7.99) promises fast, easy color that won’t damage hair. Garnier will support the launch with a $30 million campaign. Also new from Garnier are Triple Nutrition Creamy shampoo, which is said to complement the clear version that launched in July, as well as a Triple Nutrition Nutrient Spray, formulated to add nourishment and shine. Garnier Fructis Bamboo Flexihold Hairsprays will extend into nonaerosol versions, under both the Sleek & Shine and Full Control collections.

Meanwhile, the reformulated Instant Age Rewind Radiant Firming Makeup SPF 18 line contains goji berry, which boasts 19 amino acids, more than 500 times more vitamin C than oranges, and a complete spectrum of antioxidants.

New to the collection is The Eraser, a foundation with a micro-corrector applicator that dramatically reduces the appearance of wrinkles, according to company executives. It is available in 12 shades and will retail for $12.99. Also new is Primer Skin Transformer, which is to be used prior to foundation application. It will sell for $9.99.