What’s Hot: The eyelashes still have it

NORTH LITTLE ROCK, Ark. —Long, thick lashes are always high on a woman’s beauty list, and continue to be a big trend on fashion runways and with celebrities.

In fact, according to Chicago-based market research firm Information Resources Inc., sales of mascara for the 52 weeks ended May 18 at food, drug and mass (excluding Wal-Mart) rose about 6 percent to $466.8 million.

Maybelline New York’s long-standing Great Lash Mascara continues to lead the charge, raking in $54 million, up 1.85 percent, during that period. However, the beauty company now is going over the top with its new Colossal Volum’ Express Mascara.

The Colossal Volum’ Express Mascara is, according to the company, the first-to-mass combination of a colossal collagen formula and an enormous brush. The patented brush promises to provide ample surface area to connect with each lash and has supplementary bristles to seek out the tiniest lashes.

The new mascara is available beginning in July and has a suggested retail price of $7.47.

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