By  on March 9, 2007

Maybelline's latest mascara, Define-A-Lash, hits stores this week and aims to bring new technology to the category.

"As the champions of mascara, we always try to find new ways to bring new benefits, in terms of ability, no clumping and super lengthening," said Cheryl Vitali, senior vice president of Maybelline New York-Garnier, a division of L'Oréal USA. Maybelline New York is the best-selling brand of mascara in the U.S., according to Information Resources Inc. For the 52-week period ended Jan. 28, Maybelline New York generated $169 million in mascara sales, in food, drug and mass stores, excluding Wal-Mart.

Vitali explained how Define-A-Lash now offers mascara users brush flexibility so that the brush hugs lashes better. The wiper inside the mascara tube has been designed to better pull off excess formula, too. "This is not so easy to achieve technically," Vitali said. "It is such a critical part of the whole mascara equation."

The new mascara is packaged in a bright green tube, a bit of a departure from Maybelline's best-selling pink and green container.

"This is a modern evolution of that," Vitali said.

A print and TV ad campaign breaks next week and features spokesmodel Christy Turlington.

Define-A-Lash will retail for $7.95 and is available in three shades, Very Black, Brownish Black and Soft Black.

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