NEW YORK Maybelline New York is launching its new Falsies by Volum' Express mascara at retail in July.
According to the manufacturer, the secret of the Falsies mascara is in the exclusive, spoon-shaped brush with its flexor stem wand designed to sit perfectly along the lash line, cupping and fanning out the lashes. The ideal amount of product, a pro-keratin fiber-enriched formula, is deposited and swept through lashes from corner to corner in one sweep. Lashes instantly will appear super-sized with full density and no visible gaps from any angle.
"Maybelline New York is making it easier for women everywhere to get the fullest, boldest, most dramatic lashes possible -- from a tube," stated Carolyn Holba, SVP marketing for Maybelline New York-Garnier. "Bold, dramatic lashes -- once achieved only with the help of professional makeup artists or talented consumers -- can now be attained with the stroke of the wand."
Falsies mascara will be available in three washable and two waterproof shades. The washable shades are blackest black, very black and brownish black. The waterproof shades are very black and brownish black. The suggested retail price is $7.77.