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Marketing in Brief: Yves Saint Laurent

This article was originally published in The Rose Sheet

Executive Summary

Yves Saint Laurent: Mascara Essentiel contains algae extract to "plump and smoothe out lashes" and sweet almond extract to evenly coat lashes "from root to tip," the company said. Yves Saint Laurent is also promoting its third mascara as a lengthening and long-lasting formula, with carnauba wax to protect against moisture, tears and flaking. The company will support the launch with in-store sampling and direct-mail pieces. On counter Oct. 15 in five colors including Black, Sapphire and Green, a 5 mL tube will cost $20...
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