Now you see it, now you don’t — Lancôme is employing Hollywood tactics for the launch of Oscillation, the battery-operated mascara it will launch later this fall.

The brand plans a “sneak preview” today of the $34 mascara in its 17 top doors. They are Macy’s doors in Atlanta, Chicago, Miami, Manhattan and San Francisco; Bloomingdale’s 59th Street New York flagship; Bergdorf Goodman and Lord & Taylor in Manhattan; Lancôme boutiques in Brea and Santa Clara, Calif., Dallas’ NorthPark Center, Manhattan and Short Hills, N.J.; Nordstrom at South Coast Plaza in Costa Mesa, Calif.; Bon-Ton Stores at Chicago’s Yorktown Mall; Dillard’s in Dallas and Neiman Marcus at the Galleria in Houston.

Limited amounts of the mascara will also be sold on lancô and The mascara will roll out in Lancôme’s full distribution in November.

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