FYI, MNY Debuts in Europe

For the cost-conscious, younger set, Maybelline New York has rolled out a little sister brand called MNY in Europe.The line debuted earlier this month in Germany, Austria, and Switzerland. Plans call for the brand to expand by yearend into retailers like Cubus in Norway, Lindex in Sweden and Superdrug in the U.K. There are also plans for distribution in Italy and a global rollout is slated for 2011, with the U.S. on tap for the second half of next year.

All MNY items are priced below 4 euros, or $4.92 at current exchange, and in-store displays feature a bin for Bye Buys — special promotional items priced at 1 euro, or $1.23.

MNY is aimed at consumers 15 to 25 years old, younger than Maybelline’s average 25- to 45-year-old demographic.

MNY has some competition, though. German discount beauty brand Essence is a top seller in many European countries that also targets young women with limited edition, trendy makeup collections.