Maybelline to Launch Vibrating Mascara
Posted on May 9, 2009
Maybelline is a vibrating mascara this summer which will be aimed at the mass market beauty customer. The mascara is called Define-A-Lash Pulse Perfection. It will hit retail stores in July.
Serena Giovi, vice president of marketing for Maybelline New York, told WWD, "We are always researching what consumers want and we felt this was a great opportunity to bring a new technology and innovation to the marketplace."
The vibrating mascara delivers 7,000 vibrations per minute with each battery.
Vibrating mascaras have been available for awhile in the upscale brands, but this is the first one from Maybelline, the leader in mascara sales.
On May 18, customers can purchase the mascara for one day only on maybelline.com. Only 10,000 units will be available for pre-sale. The mascara will retail for $14.95 and will be available in mass stores in July.