mix of 99 percent air and feather-light silica — were first developed for weightless insulation in rockets, noted Ellen Greenwald, executive director, makeup marketing, North America for Estee Lauder. The mascara’s triple-polymer mesh is intended to lift each lash into a curl, add flexibility to the lashes and insure smudge-proof color, she added.
Greenwald also pointed out that Illusionist also introduces a new mascara brush for Lauder. Most mascaras use solid fiber bristles, while the new design has triple-hollow elastomers that are intended to grip, lift, curl and set lashes, she said. The bullet-shaped brush, developed by Lauder and DuPont, is patent-pending. “The fibers are twice as wide and twice as soft as traditional nylon bristles,” added Greenwald.
Illusionist Maximum Curling Mascara will be available in four shades — …black, brown, navy blue and purple — each retailing for $19.50. The lineup will be available in April in Lauder’s 2,092 domestic department store doors and on esteelauder.com. Illusionist launched last October internationally.
The domestic launch will be backed up with a print advertising campaign breaking in May magazines, including Elle, Cosmopolitan and Allure. More than 500,000 samples will be distributed at counter, in addition to another million slated for inclusion in Lauder’s fall gift-with-purchase promotions.