NEW YORK — Since Maybelline New York announced its new urban look and name in December, the brand has been busy.

In July, several products will launch, led by Dream Matte Mousse Creamy Natural Foundation, a compact mousse formula that will be available in 12 shades. The foundation is said to provide full coverage, and has a sponge-like appearance. The component is equipped with a screw-off top.

There is also XXL Mascara/Primer, a dual-ended volumizing and lengthening mascara; Forever Metallics Lites, a lighter version of the existing Forever Metallics Lipcolor line and Metal Shine Lipcolor, a lipstick in a convenient pencil form. Additionally, Expert Wear Eyeshadow will replace the brand’s existing Expert Eyes line and will feature a smoother, creamier texture and a long-wearing, noncreasing formula.

Marti Bentley, merchandise manager of beauty and cosmetics for Duane Reade, noted that, in addition to the products launching in July, Maybelline has been rolling out new store displays and she is hopeful for the brand’s performance. “I’m looking for both the new fixturization and the new products to make an impact for the second half,” said Bentley.

According to ACNielsen and Homescan data, Maybelline represented 19 percent of the $3.7 billion U.S. masscosmetics market in 2003. It’s sales were up 0.2 percent to about $703 million.

In August, Maybelline New York will also present the “Chicks with Attitude” tour, which features outspoken female rockers, including Liz Phair, The Cardigans and newcomers Katy Rose and Charlotte Martin, to capitalize on Maybelline New York’s edgier image.

— Bryn Kenny

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