WWD reported that Maybelline is looking to "keep it natural next year, while adding a touch of glamour and sophistication" with Eye Studio, a new color cosmetics line for the fashion-forward set.
Serena Giovi, Vice President of Marketing for Maybelline New York, described the theme seen throughout the division’s first half-year launches as “technology infused with natural ingredients.” She said that more and more customers are seeking out natural products. It's clear that Maybelline is responding to that trend.
Sounds like a smart move. According to Cheryl Swanson, Managing Partner at Toniq, a company that monitors the pulse of cultural trends, personal care marketers...need to be prepared for the oncoming consumer rejection of parabens, petroleum, ammonium sulfates, and other chemical "baddies, similar to consumer rejection of trans-fats, high-fructose corn syrup, and MSG in packaged and fast foods." Once the "social networks" are mobilized against these ingredients, companies need to be ready with natural and effective alternatives. Looks like Maybelline is positioning itself to be ready.
In 2010, Maybelline is reformulating its Instant Age Rewind Radiant Firming Makeup SPF 18 line with goji berry, an ingredient the brand says contains 19 amino acids, over 500 times more vitamin C than oranges, and a complete spectrum of antioxidants. SPF 18 will protect skin from sun damage.
The newest addition to Maybelline's lineup will be The Eraser, a foundation with a micro-corrector applicator “that glides over wrinkles, practically making them disappear,” said Giovi. Along with The Eraser, which will be available in 12 shades and sell for $12.99, is the new Primer Skin Transformer, to be used prior to foundation. It will sell for $9.99.
The Eye Studio Collection, partially shown in the photo above, will add baked eye shadows to the Maybelline selections. I think the green duo looks fun - can't wait to see the collection in the stores.
As always, you will be able to find Maybelline's reformulated and new products at a drugstore or supermarket near you.
Photo courtesy of Maybelline and WWD