Maybelline is launching
a vibrating mascara this summer which will be aimed at the mass market beauty customer. The mascara is called Define-A-Lash Pulse Perfection. It will hit retail stores in July.
As the category's leader, being the first major brand to launch a vibrating mascara at mass was important. The very first came from Akasha's Spinlash, a mascara that rotates 360 degrees and launched in Target in May 2008 and is now also sold in Fred Meyer.
"We are always researching what consumers want and we felt this was a great opportunity to bring a new technology and innovation to the marketplace," said Serena Giovi, vice president of marketing for Maybelline New York.
The vibration, she explained, aims to mimic some of the best tricks women use when applying mascara, such as wiggling and zigzagging the mascara brush to achieve length and thickness. Pulse Perfection has been designed to deliver 7,000 vibrations per minute with each battery said to last for a minimum of 130 days.
Vibrating mascaras have been available for awhile in the upscale brands, but this is the first one from Maybelline, the leader in mascara sales. On May 18, customers can purchase the mascara for one day only at Maybelline.com/pulse
. Only 10,000 units will be available for pre-sale. The mascara will retail for $14.95 and will be available in mass stores in July.