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Maybelline

This article was originally published in The Rose Sheet

Executive Summary

Wonder Curl Mascara launch will be supported with a national print campaign breaking in October. Tagged "Introducing the longer, curlier, flirtier lash," ads feature Maybelline spokesmodel Christy Turlington. The ad push will intensify in 1999, with over $7 mil. earmarked for the first quarter. The new mascara's "exclusive elastic formula" curls and then sets the lash, according to the L'Oreal division. Available in the fourth quarter in Very Black, Chestnut Brown and Brownish Black, a blue tube with a V-shaped "curl activator" brush will retail for $5.99...
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