NYX is introducing a new mascara with a unique trade-in deal. The mascara is designed to produce longer lashes. 

Of all the beauty products in customers’ makeup bags, mascara is the one physicians recommend replacing every three months. Along with the importance of a fresh product, mascara is where fickle shoppers are always on the quest for the perfect product.

This Saturday, NYX Professional Makeup retail stores across the country are to host the company’s first mascara trade-in event. The first 100 consumers visiting a NYX store can bring in any mascara to swap out for NYX’s latest mascara. Called Worth the Hype Volumizing and Lengthening Mascara, the item features a brush that tapers at the tip to help build and strengthen even the tiniest lashes at the inner corners. Available in Extreme Black, Worth the Hype retails for $8. NYX operates 42 of its own stores where the offer is valid. The mascara will also roll out in Ulta Beauty and ulta.com.

Prior to the trade-in event, NYX Professional Makeup will work with select influencers to create a Worth the Hype challenge on Instagram. They will be tasked with seeing how many coats of Worth the Hype they can apply within one minute. Also, Worth the Hype has a buzz going from exposure from content providers including Manny Gutierrez, Laura Lee and Griselda Martinez, who have tested the product.

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This is the latest in a series of events to help expose shoppers to the NYX lineup. Last month NYC, Uber Eats and My/Mo Mochi Ice Cream activated #MochiMonday to help support the launch of NYX’s Love You O Mochi Collection. Uber Eats users in the Los Angeles area could order the products along with mocha ice cream snacks from My/Mo Mochi Ice Cream.

The L’Oréal-owned NYX is growing at a blistering pace both in its own stores and within retail partners. According to recent IRI data, its bronzers soared more than 80 percent in sales, lip treatments jumped 90 percent and eyebrow makeup grew 37 percent.