Beauty brand for the 'haul generation' hits Europe
Wednesday 30 June 2010
Maybelline New York's younger MNY label is currently being rolled out in Europe,
Women's Wear Daily reports.
The label is described by the paper as "lower priced, fast paced and color drenched ... aimed at a generation of young women used to finding out about products through haul videos [clips on YouTube showing what the respective user bought at a store], street fashion and beauty blogs, rather than via magazines and TV shows."
According to WWD, MNY has already been launched in Germany (at DM and Budnikowsky drug stores), Switzerland (Coop, Manor and Loeb), and Austria (DM). Cubus in Norway, Lindex in Sweden and Superdrug in the UK are to follow soon, and a global launch (including in the US) is scheduled for 2011.
MNY won't make use of traditional advertising, but will rely on social media sites instead. Also, there will be no 'real' models involved: products will be exclusively demonstrated in illustrations. Monthly limited editions, shopping by color 'family' and not by product category, and the fact that all products cost under €4 will give competitor brands such as Essence or Eyes Lips Face a run for their money.
It scooped up an unprecedented 11 Academy Awards when it was first remade in 1959
Olympic diver has made his modelling debut for Adidas
Life & Style blogs
iPhone 6 review: bigger, thinner, faster, brighter - Apple proves you can make the best better
iPhone 6 Plus review: more like a small iPad that makes calls - but perfect for some
Jennifer Lawrence nude pictures leaked: Reddit removes 'The Fappening' board dedicated to sharing naked pictures of celebrities
New urine test could replace invasive smear tests
A bottle of wine a day is not bad for you and abstaining is worse than drinking, scientist claims
- 1 iPhone 6 review: bigger, thinner, faster, brighter - Apple proves you can make the best better
- 2 Sports Direct security guard allegedly banned Jewish schoolboys and told them: 'No Jews, no Jews'
- 3 Pakistani passenger power forces two politicians off plane
- 4 Say yes to 'no-poo': It's been three years since I stopped washing my hair
- 5 John Travolta addresses former pilot's gay romance allegations publicly for the first time: 'That was the lowest I'd ever felt'
£55000 - £60000 Per Annum + benefits: Clearwater People Solutions Ltd: IT Proj...
Negotiable: Randstad Education Bristol: English teachers for day to day cover,...
Negotiable: Randstad Education Sheffield: Year 6 Teacher RequiredThis teaching...
£30000 - £35000 per annum: Ashdown Group: SharePoint Administrator - Bishop's ...