By  on May 25, 2007

Maybelline New York has a full plate for the back half of this year.

Extending from the Age Rewind franchise is Instant Age Rewind Double Face Perfector, a first-to-market product designed to hide age spots, discolorations and blemishes. The dual-ended wand features a camouflage concealer on one end, made of a high-pigment formula with glycerin for smooth texture. The highlighting side of the wand contains a water-based formula with "light-reflecting pearls." Perfector is available in four shades to correspond with Maybelline New York Foundation shades.

"We expect consumers to respond strongly to it," said Cheryl Vitali, senior vice president of Maybelline New York-Garnier, a division of L'Oréal USA. "[The product] was created based on feedback from consumers to add a brightener that would illuminate skin while diffusing imperfections." Maybelline sales of concealer grew 6 percent last year, to $15.9 million, according to data from Information Resources Inc. Sales figures exclude Wal-Mart.

For eyes, there's Define-A-Line, a liner with a contoured smudger, to build on the success of Define-A-Lash Mascara, which launched earlier this year. There are eight shades, including Soft Grey and Navy Blue. Maybelline was the leader in eyeliner sales last year with $50.2 million, an increase of 34 percent from the prior year, according to IRI.

For the face, there's Dream Matte Powder, a first for the Dream brand. The powder was formulated to control shine with a powder jet-milled into ultrafine particles for a silky texture. Powders were created to match all the Dream Matte Mousse foundations and are available in eight shades. Maybelline's powder sales fell 6 percent last year, according to IRI, to $13 million.

For lips, there's SuperStay Gloss, a dual-ended lip gloss with color on one side and a shine extender on the other, formulated with emollient oils. There are 16 shades, ranging from reds and pinks to naturals, browns and plums. The gloss looks add to the SuperStay franchise.

"Maybelline New York SuperStay Lipcolor has been a huge success for the brand. Now with SuperStay Gloss, women can also have superior long wear in a gloss form," Vitali said. Maybelline's lip gloss sales were flat last year, according to IRI.For Maybelline New York's Salon Expert Nail Enamel line, a curved precision brush has been designed to hug the nail bed for better application while formulas have been fortified with calcium, iron and silica. The line offers 28 shades from sheer pinks to bold reds. It also includes Born With It, a subtle, light pink shade said to work with all skin tones.

To help women choose the best shade for them, Maybelline recently launched its new MyColor Advisor system, available online and in select stores, to act as a personal shade and product guide.

"As the Internet continues to become a popular tool in the world of cosmetics, we are expanding our education presence online with tools that help Maybelline New York shoppers inform themselves on our products and shade offerings," said Vitali. "Our MyColor Advisor system lets the consumer get straight to the product formulations, technologies and shades that best suit her."

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