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Maybelline to Expand Shine Free’s Base

NEW YORK -- Maybelline is hoping that since oily skin doesn't necessarily disappear at the age of 20, the core consumer group of its Shine Free cosmetics line won't either. The company is out to broaden the brand's appeal from teenagers to young women...

NEW YORK — Maybelline is hoping that since oily skin doesn’t necessarily disappear at the age of 20, the core consumer group of its Shine Free cosmetics line won’t either. The company is out to broaden the brand’s appeal from teenagers to young women in their 30s with its first TV spot for Shine Free in over three years.

The campaign will make its debut next week on national and cable television. Follow-up print ads will break in August. Both campaigns will run intermittently through the end of the year. “When we first launched the Shine Free line in 1983, we positioned it as just a brand for teens,” said Catherine Wills, executive vice president of marketing for Maybelline. “But recently we did some consumer research and found that 62 percent of our users are over 25. Oily skin and blemishes are common complaints that don’t stop when you are out of your teenage years. We think we should be reaching the other women who have this problem as well.”

The company is now looking for Shine Free to attract a core consumer group of women aged 12 to 34, Wills said. According to Wills, the company is spending $4.45 million to advertise Shine Free this year, a 79 percent increase over year’s budget.

Maybelline executives are expecting the new campaign to boost Shine Free sales by 12 to 13 percent this year to $18 million to $20 million.

The ads will feature Christy Turlington, who also appears in ads for Maybelline’s classic brand, and her mother, Liz.

The campaign is entitled, “Nothing can embarrass you more than your mother, except…” The exceptions are oily skin and blemishes.

Shine Free’s previous campaign featured a young, fresh-faced model with her boyfriend. The styling and the feel of the ad were much less sophisticated than the new treatment, Wills said.