Innovative launches hope to pump up mascara sales

Drug Store News, August 18, 1997 by Liz Parks

Maybelline has been the leader in the mascara category with Great Lash, and now the company has a new launch that may send its sales spiraling up in high double-digit increments.

That launch, of course, is Volum' Express, and it is shipping into retail stores now. Television ads to support the new mascara will kick off in September, highlighting the unique product benefits of Volum' Express with themes such as "High-Voltage Volume Instantly" and "Instant Lash Gratification is Here." Print ads will break in all the major beauty books in October and will run through the end of the year.

Maybelline executives think Volum' Lash will bring new users into the category because the formulation delivers benefits that women have long wanted but have not been able to achieve with existing products. Specifically, this formula contains three volumizing agents that work together to multiply lash volume in one application. Maybelline recommends that the mascara be applied with the new patented triangular-shaped multi-level brush that its R&D department developed. The brush, which comes with the mascara, has short bristles for high volume application and long bristles to comb through instantly.

Maybelline also has a different target market in mind for Volum' Express--women who "really want to take their lashes to the limit. It's an attention getter," according to a source for the company.

For that reason, Maybelline is fairly confident that Volum' Express will not cannibalize sales of its best-selling mascara, Great Lash, a product for women who want their lashes to look full and healthy, but not necessarily dramatic. And the company doesn't think it will take sales from Maybelline Lash by Lash, which is a defining mascara that helps separate lashes to create a pretty, natural look.

"Traditional mascaras impart more of a classic look that can range from natural to dramatic," said Cathy Wills, executive vice president of marketing for Maybelline. "Volum' Express is for people who really want maximum fullness and who want it fast in one quick, easy application."

In addition to Volum' Express, there is plenty of other excitement going on in the mascara category this year. Maybelline's sister division, L'Oreal, is launching Colour Endure Stay-On Mascara, the first mascara under the Colour Endure brand. Colour Endure is a lengthening mascara that will not wear off during the day.

Maybelline's biggest competitor, P&G, also has a new entry into the mascara category--Cover Girl Natural Lash Darkener,

Lash Darkener is also innovative. It's formulated to darken lashes without a heavy mascara build-up. While Volum' Express is going after women who want their eyes to look dark and dramatic, Lash Darkener is going after the consumer who wants a light mascara look without a heavy residue build-up.

Cardiff-by-the-Sea, Calif.-based Jane Cosmetics is courting the youth market with its new Jane Outer Limits Mascara. This is a fiber-free, multipolymer mascara that delivers ultra length with a lightweight feel.

New York-based Lord & Berry is getting expanded distribution for Dramateyes, which are mascaras in formulations that lengthen, thicken and define the lashes.

And Physicians Formula, based in City of Industry, Calif., has introduced Month 2 Month Mascara. This lengthening mascara is packaged in two one-month-usage containers that hold enough mascara to last for one month each. Each container also has two labels. One label is to be used to date the tube, while the other can be put into a date book to help remind consumers to replace the mascara after using it for a month. The R&D team at Physicians designed the system to prevent impurity build-up and to prevent eye irritation.

Last year, according to Information Resources Inc., the mascara category enjoyed a 6.7 percent gain in three-outlet dollar volume. Maybelline, which had a 32 percent share of 1996 mascara sales, had a 9.6 percent gain.

But the biggest gains in last year's dollar sales came from major manufacturers with new entries into the mascara category. Revlon, which launched ColorStay Lash Color in February 1996, enjoyed a 27 percent sales gain in 1996. Revlon's sister division, Almay, which launched Amazing Lash Mascara in early 1996, experienced a 34 percent gain in mascara dollar sales for the 52 weeks ended Dec. 29, 1996.

There is every reason to believe that the new launches in 1997 will create just as much growth for at least some of the brands mentioned here,