Maybelline New York is looking to do to lashes what they believe stilettos do for legs. That is, offer lengthening as the utmost benefit in their latest mascara, Lash Stiletto.

The new mascara will arrive in stores in January and will, according to Carolyn Holba, senior vice president of marketing, provide two areas of differentiation: A formula that combines length polymers to stretch the lash and Pro-Vitamin B5 to give a black patent shine, and a crisscross brush designed to grip and extend lashes to allow each to get coated.
“It is not a heavy look, but a sleek, long look,” said Serena Giovi, vice president of marketing, Maybelline New York.

This story first appeared in the September 26, 2008 issue of WWD.  Subscribe Today.

Advertising for Lash Stiletto looks to grab a woman’s attention by using the sensuality of a stiletto, which naturally lends to a finished look.

“There is a lot of provocative language and imagery that goes behind this launch for us. We are excited about the emotional connection,” said Holba.  

Model Julia Stegner will be featured in Lash Stiletto’s print ad campaign, which is scheduled to break in March beauty and lifestyle magazines. TV ads will air at the end of January.  

Lash Stiletto will sell for $8.95 and will be available in three shades: Very Black, Soft Black and Brownish Black.

The new mascara looks to be incremental to Maybelline’s existing mascara business, which leads the category in sales, since it represents lengthening, whereas Define-a-Lash targets separation and clump-free lashes, Great Lash is a waterproof and conditioning mascara, Volum’ Express focuses on voluming and XXL Volume & Length targets both volume and length.

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