Maybelline celebrates Great Lash anniversary with limited-edition collection

NEW YORK — Maybelline New York is celebrating the 40th anniversary of its popular Great Lash mascara with a special limited-edition collection developed in partnership with fashion designers Max Azria, Tracy Reese and Vivienne Tam.

The beauty brand has partnered exclusively with Target to distribute the Great Lash limited-edition collection for a limited time only starting in September. The suggested retail price is $6.99.

To celebrate women's love affair with Great Lash, each fashion designer took inspiration from his or her own collection to create inspired, fresh takes on the iconic pink and green tube.

"Great Lash has always been a favorite among leading makeup artists and industry insiders, whether they are working on a celebrity client or backstage at Fashion Week," Maybelline New York-Essie president David Greenberg said. "For the product's 40th anniversary, we're celebrating Maybelline New York's fashion heritage by partnering with sought-after designers to bring a new look to America's most iconic beauty product. The designs of Max Azria, Tracy Reese and Vivienne Tam represent the spirit of the Maybelline New York woman — modern, confident and chic."

The iconic pink and green tube continues to be America's No. 1 selling mascara, with more than 20 million pieces sold each year. Passed from generation to generation, devotees remain true to the formula. In fact, a tube of Great Lash is sold every 1.7 seconds in the United States, according to Maybelline New York.

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