Manufacturing Industry
Maybelline sets its sights on US top spot.
Cosmetics International, May, 1999
During its 80 years in the cosmetics industry, Maybelline has built its reputation by becoming a number one in the mass market mascara category and number two in the nail category. Attaining these positions is attributed to the popularity of two signature items, namely Great Lash mascara and Express Finish nail polish. Now, Maybelline is set to launch two products in two different categories in the hope that their success will help it gain ground in the lipstick and foundation categories, two areas in which it has had limited success thus far.
The recent US introduction of Hydra Time lip colour is the first step in Maybelline's aggressive attempt to capture the colour category. Designed to be long wearing and moisturising, Hydra Time is formulated with a...
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