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Maybelline Creates Vibrating Mascara

The blogosphere is abuzz over Maybelline's newest product: Define-A-Lash Pulse Perfection, a battery-operated vibrating mascara.

Pulse Perfection on the cosmetics wall.

The blogosphere is abuzz over Maybelline’s newest product: Define-A-Lash Pulse Perfection, a battery-operated vibrating mascara, one that hits retail shelves in July.

This story first appeared in the May 8, 2009 issue of WWD.  Subscribe Today.

As the category’s leader, being the first major brand to launch a vibrating mascara at mass was important. The very first came from Akasha’s Spinlash, a mascara that rotates 360 degrees and launched in Target in May 2008 and is now also sold in Fred Meyer.

“We are always researching what consumers want and we felt this was a great opportunity to bring a new technology and innovation to the marketplace,” said Serena Giovi, vice president of marketing for Maybelline New York.

The vibration, she explained, aims to mimic some of the best tricks women use when applying mascara, such as wiggling and zigzagging the mascara brush to achieve length and thickness. Pulse Perfection has been designed to deliver 7,000 vibrations per minute with each battery said to last for a minimum of 130 days.

While products will sell for $14.95 and enter mass stores in July, Pulse Perfection will be available for purchase on retailers’ Web sites for a special preview for one day only — May 18 — via maybelline.com/pulse.

“Innovation is critical and given the economic times we are leveraging the technology and excitement to give true beauty junkies a preview before it is available to the masses,” said Giovi.

A limited amount — 10,000 pieces — will be available and the launch will be supported by advertisements appearing in the May 17 issue of the New York Times’ Sunday Styles section, as well as an ad in an upcoming People magazine. E-mail blasts to the brand’s database will also support the launch.

Define-a-Lash Pulse Perfection will be merchandised in the main mascara section on the cosmetics wall supported by a special framing treatment so it is easy to find, Giovi said. Consumers also will be able to play with a mascara at the wall to see what the vibrating motion of the brush is like.

“She needs to understand how to use it,” said Giovi.