Fibers Are Key in Maybelline’s New Mascara

Category leader Maybelline is taking its mascara empire to the next level with Illegal Length Fiber Extensions Mascara ($8.95), due out in January 2012. A Maybelline New York first, this new mascara, available in five shades, features fiber-extension technology for longer-looking lashes—4mm visibly longer looking lashes to be exact, according to the company.

How does it work? Maybelline New York incorporates 4mm black fibers into our formula. These elongated, dark fibers provide a dramatic, “almost illegal” length to lashes. Its exclusive Fiber Fix formula actually seals the fibers to each lash while the Fiber Fix Brush catches each lash for optimal fiber placement.

“Illegal Length Fiber Extensions Mascara is the answer for every woman who wants ultra long lashes” says Carolyn Holba, senior vice president of marketing, Maybelline New York-Garnier-Essie. “The incredible 4mm lengthening effect provided by our exclusive formula and brush combination is unlike any other mascara on the market.”