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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Clarins: Pure Curl Mascara will debut Aug. 15 as brand's first curling mascara, and will be positioned as "lash treatment," French company says. Pure Curl is formulated with "conditioning film" based on bio-balancing sugars and vegetal gum. which works to make "lashes more supple, allowing them to hold the curl of the brush," Clarins claims. Pure Curl will launch in Clarins' new red metallic packaging design, which is being phased into the entire cosmetics collection. Firm expects to complete repackaging effort by spring 2003. New mascara entry will be available in Pure Black, Pure Brown, Pure Grey and Pure Violet shades for $19.50 each...

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