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Summer Color In Brief

This article was originally published in The Rose Sheet

Executive Summary

MAX Factor: MAXWear Double-Ended Lipcolor offers "highlight and lowlight layers that create beautiful, luminous lips," according to Procter & Gamble. Lowlight formula "gives depth of color," while highlight provides shimmer, firm adds. Retailing for $9.50, lip color will come in 26 shades inspired by runway fashion, including Opal Luminosity, Red Appletine, Topaz Tonic and Retro Raven, company notes. MAX Factor also is introducing Lash Perfection Waterproof Mascara in Rich Black and Black Brown for $7.75. Lip color and mascara will be in mass market doors in July. P&G recently unveiled a new "fashion-forward" image and positioning for MAX Factor, including a revamped ad campaign featuring Carmen Electra (1"The Rose Sheet" Feb. 6, 2006, p. 5)...

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