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What’s Selling Where: Mascara

What are the top-selling lash lengtheners around the world? And why? Here, a global report.

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Appeared In
Special Issue
Beauty Inc issue 04/22/2011

Bellevue, Washington (headquarters)
Beauty.com
Blinc Kiss Me Mascara

($24)
“This innovative waterproof product from Japan forms tubes around your lashes that add incredible volume and length. Its unique smudge-proof formula makes it look like you are wearing fake eyelashes, without the time- consuming application.” —Kathleen McNeill, president

This story first appeared in the April 22, 2011 issue of WWD.  Subscribe Today.

Rio de Janeiro, Brazil
Lojas Renner
Maybelline New York Volum’ Express The Colossal Mascara

(19.90 real, or $12, at current exchange)
“Maybelline is our best- selling mascara because, among the foreign brands we carry, it’s the most affordable one and the brand has strong name recognition in Brazil, perhaps because of good marketing. Of the Maybelline mascaras we sell, Volum’ Express The Colossal is the best seller, because it really thickens eyelashes and is quick and easy to apply.” —Gil Santos, saleswoman, cosmetics department

London, England
Selfridges
Yves Saint Laurent Mascara Volume Effet Faux Cils Luxurious Mascara in High Density Black

(22 pounds, or $35.50)
“One of our biggest- selling mascaras is YSL’s Volume Effet Faux Cils Luxurious mascara in High Density Black. It is an icon within the mascara category. It ticks all the boxes when it comes to the perfect lash. Longer, fuller and more defined lashes are guaranteed.” —Felicity Hunt, beauty and skin care buyer

Milan, Italy
La Rinascente
Lancôme Définicils Precious Cells Mascara
(28.50 euros, or $40)
Yves Saint Laurent Mascara Volume Effet Faux Cils Luxurious Mascara
(28 euros or $29)
“These two tie for our best-selling mascara. Their standout performances are credited to their exceptional quality, very appreciated by the Italian market, combined with strong ad campaigns. Lancôme’s testimonial choice of Julia Roberts and YSL’s cosmetics advertising featuring a knife are both very impactful.” —Simone Destefanis, director of buying for beauty and cosmetics

Seoul, South Korea
Lotte Shopping
Lancôme Définicils Precious Cells Mascara

(40,000 won, or $35.75)
“Sold in the majority of our 29 stores, Precious Cells reached sales of 3 billion won ($2.6 million) in 2010. It provides nutrients to eyelashes and revives eyelashes so they don’t get thinner or fall out. It gives more of a rich volume to the eyelash. It is more than just color and look. It helps the eyelash to revive.” —Kim Wookyung, general manager, investor relations team

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