Week Two EOC: Midterm Maybelline Great Lash Mascara

"Maybelline's legendary pink and green tube of mascara has spent 40 years on top for a reason. Since 1971, it's been a staple in the cosmetic bags of women everywhere—from the industry's most revered makeup artists to Hollywood's starlets and, most importantly, everyday women like yourself. Don't believe us? A tube of Great Lash is sold every 1.7 seconds in the US!"

The iconic tube was originally inspired by Lily Pulitzer’s designs, bright color print dresses were the main reason Maybelline New York choose pink and green colors to represent their mascara packaging. Around that same time Lily Pulitzer was the newest up and coming designer to enter the fashion industry. I believe this product was designed for the mass-market fashionistas, the company created the packaging inspired by a very important American designer who had such an influence in the fashion world. In creating this product they wanted their customers to feel they had purchased a very fashion inspired product for everyday use. What is known to be America’s favorite mascara conditions as it thickens your eyelashes, it has a waterproof formula that glides on smoothly to give you smudge proof lashes without clumps or globs. This mascara has been known for being contact lens safe and hypoallergenic also being the first water-based mascara in the marketplace.

Great Lash celebrated its 40th anniversary in 2011 and had three famous designers design a special tube for their Great Lash 40th Anniversary limited edition collection that was sold only at Target for a limited time. Max Azria, Tracy Reese, and Vivienne Tram were the designers selected for this limited edition collection. Each designer was to design their own version of the pink and green tube to represent their most recent collection. "The designs of Max Azria, Tracy Reese and Vivienne Tam represent the spirit of the Maybelline New York woman -- modern, confident and chic," said David Greenberg, president of Maybelline New York-Garnier-Essie.  Each designer added their own touch but maintained the essence of timeless quality that is Great Lash.  The limited edition mascara was sold only in Target for a retial price of $6.99 the average price of Great Lash can be between $3.00-$6.00 it depends on what kind of Great Lash edition you purchase.

 Max Azria Inspiration: "Maybelline has been backstage for BCBGMAXAZRIA's runway shows for the past several seasons and I'm thrilled to be once again partnering with them on the 40th anniversary for their Great Lash Mascara. To bring the BCBGMAXAZRIA design aesthetic to such an iconic product is a true honor." – Max Azria , Founder, Designer and Chairman of BCBGMAXAZRIAGROUP

Tracy Reese Inspiration: "Great Lash Mascara is a timeless product; every woman knows the iconic green and pink packaging. I was excited to design limited-edition packaging in celebration of the 40th anniversary and chose a graphic floral print that exudes fun and femininity and complements the signature colors of the brand." – Tracy Reese

Vivienne Tam Inspiration:"I've worked with Maybelline New York for the past several seasons ofMercedes-Benz New York Fashion Week. I'm delighted to work with them again tocelebrate the 40th anniversary of Great Lash Mascara. My Great Lash design isadorned with the Chinese symbol for 'Lash,' creating the perfect fusion of theVivienne Tam and Maybelline esthetics. It's the must-have beauty accessory forfashionistas this fall." – Vivienne Tam

Great Lash was introduced in the market to replace Ultra Lash, and throughout the years Maybelline New York has come out with different versions of Great Lash mascara. The Great Lash colored mascara featured the mascara in four different colors; Pop of Purple, Totally Teal, Go Go Green and Blink of Blue. Also the Great Lash limited edition BCBG Max Azria, and the Great Lash "lots of lashes" mascara which features a heart-shaped brush to reach the inner and outer corner of your lashes with just one sweep.  Maybelline is always looking for ways to reinvent the popular mascara either by partnering up with a fashion designer to create a new packaging or just by enhancing a certain technique in the mascara to create a different effect.

"T.I Williams found Maybelline Company in 1915 when he introduced the first modern eye cosmetic, with the help of his sister Mabel whom he got the idea of a product to darken the lashes and the name which is his sister's name Mabel and Vaseline joined together". Maybelline is known in the world for its amazing innovated products and that is why it has been Mercedes-Benz Fashion Week cosmetic sponsor for the past 40 years. It produces many products for any women to focus on eyes, cheeks, lips, nails, and face. Maybelline is known not only for its innovated products but by its famous taglines "Maybe she's born with it, maybe its Maybelline". Thanks to famous models and celebrities they have been able to advertise their products to the mass market. A lot of famous celebrities are known to use Great Lash mascara. Great Lash mascara is constantly being purchased nationwide and Maybelline has never seen a downfall in purchases, only in 1933 did they suffer sales by the Lash Lure scandal but they were able to improve sales after the scandal.  "Maybelline's availability and affordability not only means that the average women can look and feel like a million dollars, but also she can afford to update her makeup looks more frequently", according to Monica Patrick a certified makeup artist.  You can find their products in any drugstore, online and specialty retail stores. 

http://www.prnewswire.com/news-releases-test/maybelline-new-york-unveils-great-lash-40th-anniversary-limited-edition-mascaras-127928198.html
http://eyelashesinhistory.com/20th_century_III.html
http://www.marieclaire.com/hair-beauty/beauty/great-lash-limited-edition
http://cosmeticsandskin.com/companies/maybelline.php
http://makeup.lovetoknow.com/Maybelline_Makeup
http://www.maybelline.co.nz/ABOUT_US/Our_History.aspx