Maybelline New York Launches Gen-Z Inspired Mascara
Maybelline New York has launched its latest innovation in mascara: Curl Bounce – the brand’s answer to this generation’s mascara needs. The Bounce N’Curl Brush contains double the number of individual fibers than traditional mascara to scoop, separate, and physically curl every lash upwards.
The Memory Curl Formula is made from a unique blend of long-wearing, hairstyling-inspired polymers that hold lashes in place all day, said Maybelline. The washable mascara offers a lightweight, wax-free, alternative to traditional mascara for a bouncy effect that is not heavy or stiff.
“Curl Bounce Mascara was inspired by Gen-Z whose main eyelash concerns include lack of curl and sparse lashes,” Jessie Feinstein, senior vice president of US Marketing, Maybelline New York said. “Gen-Z will soon be the largest, most diverse generation yet, so it was important to us to address this heightened need for a curl-focused mascara and was a natural next step to further enhance our strongest category.”
“We took a prescriptive approach to Curl Bounce’s formula and focused on creating curl through the lens of haircare rather than traditional mascara,” Tina Liu, marketing director, Mascara, Maybelline New York said. “We utilized polymers typically used in some of the top-performing hair curling products within the L’Oreal portfolio to create the effect of curl that holds, but for lashes.”
This union of brush and formula ensures that lashes stay curled, never weighed down, and wear for up to 24 hours.
Curl Bounce Mascara is available in shades Very Black (washable), Blackest Black (washable), Very Black (waterproof), and Brownish Black (waterproof) online now and at retailers nationwide beginning January 2022. SRP: $9.99
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