Content about Maybelline

May 8, 2013
Maybelline NY, Brightline bring interactive runway beauty to the living room

BrightLine, a provider of interactive television solutions for entertainment and advertising, and cosmetics brand Maybelline New York have announced the launch of a flagship collaborative experience amplifying NBC’s “Fashion Star,” showcasing Maybelline New York products and makeup artist tutorials straight from the “Fashion Star” runway.

NEW YORK — BrightLine, a provider of interactive television solutions for entertainment and advertising, and cosmetics brand Maybelline New York have announced the launch of a flagship collaborative experience amplifying NBC’s “Fashion Star,” showcasing Maybelline New York products and makeup artist tutorials straight from the “Fashion Star” runway.

March 12, 2013
Maybelline New York launches fashion, makeup blog

Maybelline New York has introduced the brand’s first monthly fashion and makeup blog, dubbed City.

NEW YORK — Maybelline New York has introduced the brand’s first monthly fashion and makeup blog, dubbed City.

November 5, 2012
Runways boost sales in dramatic makeup

Fall 2012 makeup was confident and sultry as lipstick made a comeback, at the expense of lip gloss, and eyes shouted sex appeal with dramatic eyeliner and bold brows. That’s the look that graced fashion runways, and judging by the numbers, consumers followed suit in the mass market.


Fall 2012 makeup was confident and sultry as lipstick made a comeback, at the expense of lip gloss, and eyes shouted sex appeal with dramatic eyeliner and bold brows. That’s the look that graced fashion runways, and judging by the numbers, consumers followed suit in the mass market.


September 7, 2012
Model Freja Beha Erichsen is the newest face of Maybelline

Maybelline New York announced on Friday that fashion runway star Freja Beha Erichsen was signed to the brand.

NEW YORK — Maybelline New York announced on Friday that fashion runway star Freja Beha Erichsen was signed to the brand.

She joins a lineup of spokeswomen that includes Christy Turlington, Julia Stegner, Erin Wasson, Kemp Muhl, Shu-Pei Qin, Emily DiDonato and Charlotte Free.

Erichsen, who is often described as the "queen of cool" for her edgy, urban looks, will make her debut in advertising campaigns for Maybelline New York later this year.

June 21, 2012
Bonkers for BB creams

Beauty mavens are 
going bonkers for 
BB creams!
 Exactly what is a BB cream? It is a relatively new multifunctional product, also referred to as ‘blemish balm’ or ‘beauty balm,’ that combines the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.


Beauty mavens are 
going bonkers for 
BB creams!


Exactly what is a BB cream? It is a relatively new multifunctional product, also referred to as ‘blemish balm’ or ‘beauty balm,’ that combines the functionality of primers, SPF and moisturizers, along with the anti-aging benefits of skin serums.


BB creams, which are not a foundation or a tinted moisturizer, were invented by German dermatologists in the 1960s as a soothing post-
treatment cream. The item then caught on in Korea as movie stars sought a flawless complexion without looking made up.


June 21, 2012
Brow makeup arches up

Higher arch, natural arch or low arch? Full bodied or on the slimmer side? Whatever the shape of one’s brows, the bottom line is that bold brows are on trend and ooze sex appeal.


Higher arch, natural arch or low arch? Full bodied or on the slimmer side? Whatever the shape of one’s brows, the bottom line is that bold brows are on trend and ooze sex appeal.


June 21, 2012
Mega mascara

Maybelline New York is taking a new approach to mascara with Mega Plush by Volum’ Express — the brand’s first gel-mousse mascara.


NEW YORK — Maybelline New York is taking a new approach to mascara with Mega Plush by Volum’ Express — the brand’s first gel-mousse mascara.


May 18, 2012
Maybelline New York brings its Dream Fresh BB skin perfector to U.S. beauty market

Maybelline New York is launching at retail in June its Dream Fresh BB, an 8-in-1 skin perfector.

 NEW YORK — Maybelline New York is launching at retail in June its Dream Fresh BB, an 8-in-1 skin perfector.

The Dream Fresh BB is the brand’s take on the beauty product phenomenon, BB cream or beauty balm. It’s not a foundation or a tinted moisturizer. Oil-free and 70% water, the multitasking formula offers skin care benefits plus immediate perfecting covering in one step.

May 8, 2012
Maybelline NY develops its first gel-mousse mascara

Maybelline New York is launching in June its new Mega Plush by Volum’ Express mascara, which marks the brand’s first gel-mousse mascara.

NEW YORK — Maybelline New York is launching in June its new Mega Plush by Volum’ Express mascara, which marks the brand’s first gel-mousse mascara.

“Mega Plush gives women the lush lashes they crave. The look is fullness to the max, yet the technology behind the formula keeps lashes soft and supple so they won’t feel stiff or brittle,” stated Ali Goldstein, VP marketing for Maybelline New York-Garnier. “This is a breakthrough in the volume category.”

February 6, 2012
Maybelline New York announces lineup for New York Fashion Week

Now in its sixth season as the official cosmetics sponsor of Mercedes-Benz Fashion Week in New York, Maybelline New York has announced its lineup of sponsorships and initiatives.

NEW YORK — Now in its sixth season as the official cosmetics sponsor of Mercedes-Benz Fashion Week in New York, Maybelline New York has announced its lineup of sponsorships and initiatives. This season includes collaborations with an increasingly diverse roster of fashion and beauty talent, a new installation of its advertising campaign and a continued digital presence.

January 20, 2012
Beautifying the brow

Bold brows are hot, as evidenced by the beauty looks at spring 2012 Fashion Week and the sales data at retail.

NEW YORK — Bold brows are hot, as evidenced by the beauty looks at spring 2012 Fashion Week and the sales data at retail. Looking to spring 2012, Maybelline New York has introduced its new Master Shape Brow pencil. The wax pencil features subtle color pigments for a natural look, and the groomer brush adds the finishing touch. It comes in blonde, soft brown, deep brown and auburn, and has a suggested retail price of $7.99.


Sales of eyebrow makeup at food, drug and mass (excluding Walmart) rose 5.9% in the 52 weeks ended Nov. 27, according to SymphonyIRI Group.

January 20, 2012
Spring season to see new foundations, concealers

Flawless, luminous skin is in, and with spring about to spring, you can bet that beauty mavens will continue their search for face makeup that helps their skin glow.


Flawless, luminous skin is in, and with spring about to spring, you can bet that beauty mavens will continue their search for face makeup that helps their skin glow.


Sales of foundation at food, drug and mass (excluding Walmart) 
rose more than 4% to $543.7 million for the 52 weeks ended Nov. 27, according to SymphonyIRI Group. During that same period, sales of concealer climbed nearly 9.6% to $118.9 million, and sales of blush rose 2.4% to $107.6 million. 


January 4, 2012
Maybelline NY launches Illegal Length Fiber Extensions mascara

Maybelline New York is defying the rules with its new Illegal Length Fiber Extensions mascara, which features fiber-extension technology for longer-looking lashes.

NEW YORK — Maybelline New York is defying the rules with its new Illegal Length Fiber Extensions mascara, which features fiber-extension technology for longer-looking lashes.

Maybelline New York has incorporated 4-mm black fibers into its formula. These elongated, dark fibers provide a dramatic length to lashes. Its exclusive Fiber Fix formula is designed to seal the fibers to each lash while the Fiber Fix brush catches each lash for optimal fiber placement.

December 13, 2011
Maybelline NY expands Dream franchise with three new products

Maybelline New York is expanding its successful Dream portfolio with the January launch of the new Dream Nude Airfoam foundation, Dream Lumi Touch highlighting concealer and Dream Bouncy blush.

NEW YORK — Maybelline New York is expanding its successful Dream portfolio with the January launch of the new Dream Nude Airfoam foundation, Dream Lumi Touch highlighting concealer and Dream Bouncy blush.

September 14, 2011
Maybelline NY to launch its first line of lip treatment products

Maybelline New York has stepped into the lip treatment category with the creation of its new Baby Lips Repairing Lip Balm with SPF 20.

NEW YORK — Maybelline New York has stepped into the lip treatment category with the creation of its new Baby Lips Repairing Lip Balm with SPF 20.

Baby Lips, which will be available at mass-market retailers beginning in October, comes in six variations and promises to make lips softer and smoother in as little as one week.

September 13, 2011
Maybelline NY introduces its new Great Lash Lots of Lashes mascara

Maybelline New York has expanded its mascara portfolio with the September launch of its new Great Lash Lots of Lashes.

NEW YORK — Maybelline New York has expanded its mascara portfolio with the September launch of its new Great Lash Lots of Lashes.

The popular Great Lash brand, known for its bright pink and green packaging, now features, with Lots of Lashes, a new heart-shaped elastomer brush to simplify the application process. In one sweep, the little grabber brush reaches the inner and outer corner of the eye, multiplying and building the lash look with no clumps.

August 24, 2011
True or ‘Falsies’

The eyes still have it. This is especially true when it comes to mascara, and Maybelline New York is continuing its quest to bring beauty mavens the look of lush, false lashes with its new Falsies Flared by Volum’ Express.


NEW YORK ­— The eyes still have it. This is especially true when it comes to mascara, and Maybelline New York is continuing its quest to bring beauty mavens the look of lush, false lashes with its new Falsies Flared by Volum’ Express.


July 25, 2011
ReportersNotebook — Beauty Care, 8/1/11

Unilever has announced changes to its category and go-to-market structure to further support its growth plans and allow for a more efficient rollout of increasingly bigger and more scalable innovations.

SUPPLIER NEWS — Unilever has announced changes to its category and go-to-market structure to further support its growth plans and allow for a more efficient rollout of increasingly bigger and more scalable innovations. The changes include several executive moves, including the appointment of Dave Lewis, president of the Americas, as president of personal care, consisting of skin, deodorants, oral and hair.


July 20, 2011
Falsies Flared by Volum' Express mascara enters market

Maybelline New York has introduced its new Falsies Flared by Volum' Express mascara — the latest way to get instant false lash glam in a tube.

NEW YORK — Maybelline New York has introduced its new Falsies Flared by Volum' Express mascara — the latest way to get instant false lash glam in a tube.

The new Falsies Flared mimics the look of dramatic flared false lashes, lifting lashes up, out and over the top using an exclusive brush innovation. In addition, the flexible-hold formula is enriched with Kera fibers and a film former designed to help coax lashes up and out. The brush and formula work together to coat each lash with product, filling gaps from corner to corner for a dramatic false lash look.

July 20, 2011
Maybelline celebrates Great Lash anniversary with limited-edition collection

Maybelline New York is celebrating the 40th anniversary of its popular Great Lash mascara with a special limited-edition collection developed in partnership with fashion designers Max Azria, Tracy Reese and Vivienne Tam.

NEW YORK — Maybelline New York is celebrating the 40th anniversary of its popular Great Lash mascara with a special limited-edition collection developed in partnership with fashion designers Max Azria, Tracy Reese and Vivienne Tam.

The beauty brand has partnered exclusively with Target to distribute the Great Lash limited-edition collection for a limited time only starting in September. The suggested retail price is $6.99.

June 21, 2011
L'Oréal Paris to launch iAd next month

L'Oréal USA said it will utilize Apple's new mobile advertising platform for its upcoming L'Oréal Paris campaign.

NEW YORK — L'Oréal USA said it will utilize Apple's new mobile advertising platform for its upcoming L'Oréal Paris campaign.

June 20, 2011
Innovation, added benefits color lipstick sales growth

Judging by many makeup looks on the runways of Mercedes-Benz Fashion Week Spring 2011 in New York, it was evident that lipstick was going to be in the shopping basket of many beauty mavens. That has proven to be the case.


Judging by many makeup looks on the runways of Mercedes-Benz Fashion Week Spring 2011 in New York, it was evident that lipstick was going to be in the shopping basket of many beauty mavens. That has proven to be the case.


According to SymphonyIRI Group, lipstick sales have experienced strong double-digit growth in the 12 weeks ended April 17. Topping the list, according to SymphonyIRI, were lip products that offer such innovation as long-wearing color like CoverGirl Outlast, Maybelline SuperStay and L’Oréal Paris 
Infallible Le Rouge.


April 25, 2011
Sears glamorizes mass-market appeal

Sears is banking on beauty and is hoping that its recent expansion into beauty not only encourages more women to see the softer side of Sears, but also will bolster cross-category shopping.


March 29, 2011
L'Oréal USA teams up with Telemundo to launch network fan club

L'Oréal USA has partnered with Telemundo to launch Club de Noveleras, the network's official fan club.

MIAMI — L'Oréal USA has partnered with Telemundo to launch Club de Noveleras, the network's official fan club. This initiative marks the first-ever for both companies of its scope and scale.

"This integrated program transforms viewership into relationship while connecting L'Oréal USA's brands — like L'Oréal Paris, Maybelline and Garnier — to target consumers in an experiential and unique way," stated Jacqueline Hernandez, COO of Telemundo.

October 24, 2010
Shopability, new products save face at drug, mass

Sales of face and eye makeup have been on the rise in the mass market...