NEW YORK — Estée Lauder is eyeing a top slot in the mascara business with its latest entry into the category.

With MagnaScopic Maximum Volume Mascara, a new lash-building formula that will launch in March, the brand is looking to place three mascaras in the top 10, said Daniel Annese, vice president of marketing, North America, for Estée Lauder. Two of Lauder’s existing mascaras, More than Mascara and Illusionist, currently rank fourth and second, respectively, he said.

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