Maybelline’s Bountiful 2013

Maybelline New York is kicking off the New Year with a slew of launches set to bolster its top-selling color offer.


The Rocket by Volum’Express

The mascara authority will launch this month The Rocket by Volum’Express, priced at $7.77 for 0.3 oz., and available in three washable and two waterproof shades. It boasts a “supersonic” brush with a rigid core and micro-bristles, as well as a fast-glide gellant formula that contains micronized pigments and thickening agents.

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Color Tattoo 24HR Metal Cream-Gel Shadow

Also for eyes, Maybelline will add two new items to its Eye Studio collection. Color Tattoo 24HR Metal Cream-Gel Shadow, $6.99 for 0.14 oz., and Master Duo Thin Thick Glossy Liquid Liner, $7.99 for 0.05 oz., debut this month at mass market retailers nationwide.

Five new metallic shades of the shadow will feature “innovative ink technology,” “crease-proof color” and “long-wearing intensity,” while the liners contain iron oxide pigments and shiny film formers. Its applicator can be used on a thin side for precise lines and then, with a wrist-twist, on its flat angle to achieve a thicker, dramatic stroke.

To remove eye makeup, Maybelline will unveil Clean Express!, a collection comprising four products, each priced at $5.99 for 4 oz., including The Flash Clean Makeup Removing Lotion, Classic Eye Makeup Remover and Waterproof Eye Makeup Remover. Makeup Remover Facial Towelettes are also priced at $5.99 for 25 sheets. All of the formulas tout moringa seed, “nature’s detoxifier,” Maybelline said.



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Color Whisper by Color Sensational

In the lip category, Maybelline will introduce the Color Whisper by Color Sensational collection—lightweight lipsticks that feature pure color pigment suspended in a weightless gel with no heavy waxes or oils. Coverage is translucent and non-greasy for “a barely-there feel,” and the formula also contains nourishing honey nectar to keep lips soft. Twenty shades will be priced at $7.49 for 0.11 oz., each.

Also part of the Color Sensational line are the brand’s Vivids—a full array of 10 super-saturated shades of pinks, reds, corals and plums. Neon-coated pigments and nourishing honey nectar create a look that is smooth and bold, “but never garish,” Maybelline said. Each 0.15-oz. lipstick will be priced at $7.49.


To tackle the top three anti-aging concerns shared by women nationwide, Maybelline will introduce this month a trio of complexion products that fight dark spots, sagging and dullness. Dubbed Instant Age Rewind, the three-step routine comprises: Eraser Dark Spot Concealer + Treatment, The Lifter Foundation and The Perfector Powder.

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The Lifter Foundation

Priced at $9.99 for 0.2 oz., the concealer—touting 2% Vitamin C—covers dark spots and reduces their appearance over time. The Lifter Foundation is Maybelline’s first-ever base product to be swirled with a primer, priced at $13.99 for 1.0 oz. And finally, a dual-action anti-aging and smoothing powder contains shea butter and jojoba, and is priced at $9.99 for 0.3 oz. Each product is respectively available in five, 12 and six shades.

A fragrance lover with a proclivity for high quality ingredients, Trump built the juice around her favorite notes of Bulgarian rose and jasmine, said Jennifer Mullarkey, fragrance developer for Parlux, which holds the Ivanka Trump Fragrance license.

Formulated by Givaudan’s Marypierre Julien, the scent begins with Italian bergamot, apple and pink peppercorn; its heart comprises jasmine, rose and peach blossom; and golden amber, vanilla, patchouli and cedarwood make up its base. Trump joked about growing to know and love the fragrance development process, graduating “from grunts of dissatisfaction to becoming fairly well-versed in industry verbage.”

The Art Deco-inspired bottle touts minimalist construction, with golden accents and a coral actuator—coral being the signature color of Trump’s brand. A three-piece collection includes EDPs in 1.7 and 3.4 oz. sizes, priced at $62.00 and $78.00, respectively, and a 6.0-oz. body lotion priced at $35.00. After a soft launch last month for the holiday season, the collection officially premieres at Macy’s and other major department stores in February.

The ad campaign, care of Parlux’s VP of global marketing, Jim Fine, and the photographer Douglas Friedman, captures Trump in a contemplative moment as she peers over Fifth Avenue at dusk—suggestive of the fragrance’s day-to-night wearability. Bathed in yellow light among skyscrapers and high-rises, the image also harkens to Trump’s architectural lineage. The fragrance’s tagline reads: “Strength in grace and beauty.”

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