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Marketing in Brief: Estee Lauder

This article was originally published in The Rose Sheet

Executive Summary

Estee Lauder: Pure Velvet Dramatic Volume mascara has a faster setting action than "conventional mascaras," allowing the formula to "lift and curl lashes with the upsweeping motion of the brush," the company said. Claiming that "there is no mascara blacker than Pure Velvet in Black Velvet, and none richer brown than Pure Velvet in Brown Velvet," Lauder explained that Pure Velvet "layers translucent spheres" between the pigment, unlike other mascaras that "often contain white filler ingredients that can lend a dull, gray appearance." Available Sept. 1 in Black Velvet and Brown Velvet, the mascara will retail for $16...
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