BEAUTY CARE

Falsies Flared by Volum’ Express mascara enters market

BY Antoinette Alexander

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.

The packaging features Falsies signature purple tube, with a unique wing detail on the cap.

Falsies Flared by Volum’ Express launched in July and is available in three SKUs (two washable and one waterproof) for a suggested retail price of $7.77.

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Maybelline celebrates Great Lash anniversary with limited-edition collection

BY Antoinette Alexander

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.

To celebrate women’s love affair with Great Lash, each fashion designer took inspiration from his or her own collection to create inspired, fresh takes on the iconic pink and green tube.

"Great Lash has always been a favorite among leading makeup artists and industry insiders, whether they are working on a celebrity client or backstage at Fashion Week," Maybelline New York-Essie president David Greenberg said. "For the product’s 40th anniversary, we’re celebrating Maybelline New York’s fashion heritage by partnering with sought-after designers to bring a new look to America’s most iconic beauty product. The designs of Max Azria, Tracy Reese and Vivienne Tam represent the spirit of the Maybelline New York woman — modern, confident and chic."

The iconic pink and green tube continues to be America’s No. 1 selling mascara, with more than 20 million pieces sold each year. Passed from generation to generation, devotees remain true to the formula. In fact, a tube of Great Lash is sold every 1.7 seconds in the United States, according to Maybelline New York.

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Salon Selectives gains trademark rights for Daily Defense hair care products

BY Antoinette Alexander

TORONTO — Salon Selectives, a division of CLT International, has acquired the trademark rights for Daily Defense hair care products.

Financial terms of the deal were not disclosed.

"We are extremely excited about the addition of this popular brand to our portfolio of personal and hair care products," Salon Selectives principal Jack Wilkinson said. "The addition of Daily Defense provides us with two world-class brands that we can offer at affordable prices to value-conscious women around the world."

New Windsor Brands was the previous gatekeeper of the brand, acquiring the brand from Procter & Gamble in 2009.

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