NEW YORK — Few retailers blow out exclusives as well as Target, known for its limited editions of hot collections that sell out in days. Most recently, Target is fusing fashion and beauty as Maybelline’s partner for a limited collection of three interpretations of the iconic Great Lash Mascara package.
This story first appeared in the July 22, 2011 issue of WWD. Subscribe Today.
Max Azria, Tracy Reese and Vivienne Tam are offering signature takes on the green and pink tube to herald Great Lash’s 40th anniversary. The mascaras will be exclusively carried at Target starting in August and priced at $6.99.
Despite ramped up competition from a plethora of lengthening and plumping competitors, Great Lash has more than an 8 percent dollar share in the U.S. (according to year-to-date data through June 12 provided by SymphonyIRI for drug, food and mass stores excluding Wal-Mart). Around the world, one tube of Great Lash is sold every 1.7 seconds.
“A longtime favorite of Target, Maybelline Great Lash Mascara is beloved by many of our guests,” said José Barra, senior vice president of beauty for Target Corp. “To celebrate its 40th anniversary, Target’s guests will find designer-inspired packaging that puts a fresh twist on this popular beauty essential.”
Speaking at a WWD Beauty Forum earlier this year, Barra praised limited edition and designer brands for traffic-pulling power and promised Target would deliver more exclusives of this type.
Target will merchandise The Great Lash Mascara 40th Anniversary Collection in the Maybelline aisle on the top shelf. The collection will also be promoted with special signage showcasing the packaging visuals from each designer.
According to Ali Goldstein, vice president of marketing for Maybelline New York, the beauty power started advertising the campaign in print in April and is launching a major social media campaign on Facebook and Twitter. “The Facebook campaign will reveal the limited edition designs one by one to fans and give them the opportunity to win the designer mascaras before they hit Target stores,” she said. Maybelline fans will be able to post Great Lash Mascara video birthday cards to friends’ Facebook walls and share them with networks on why they love Great Lash.
Also, Maybelline New York will host a virtual party on Aug. 14 to celebrate the actual birthday, and Great Lash fans will be invited to tweet live with @Maybelline using the hashtag #GREATLASH. “The Twitter party will be a great way to ignite conversation around the Great Lash brand and introduce the limited edition designer mascaras to a highly receptive audience,” said Goldstein. She added that not only should the promotion give a sales lift to an already steady seller but reinforce the emotional bond women have with the brand.