Beauty brand for the 'haul generation' hits Europe

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.

VIDEO
News
people
Life & Style
The new low cost smartphone of Motorola, 'Motorola Moto G', is displayed in Sao Paulo, Brazil on November 13, 2013. The smartphone, with dimensions 65.9mm W x 129.9mm H x 6.0 - 11.6mm D is equipped with a Qualcomm Snapdragon 400 with quad-core 1,2 GHz CPU, a 4.5-inch display and Android Operating System 4.3 and a suggested price of $ 179 USD.
techData assessing smartphones has revealed tens of millions of phones are at risk of being harvested
Arts & Entertainment
Jessica Pare as Megan Draper and Jon Hamm as the troubled, melancholy Don Draper
tvAnd six other questions we hope Mad Men series seven will answer
Arts & Entertainment
Cody and Paul Walker pictured in 2003.
film
News
David Beckham is planning to build a stadium in Miami’s port for a new football team he will own
news... in his fight for a football stadium in Miami's port area
Have you tried new the Independent Digital Edition iPad app?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Fashion

    SEN Teaching Assistant

    Negotiable: Randstad Education Group: TAs, LSAs and Support Workers needed in ...

    Eye for Detail?

    £41000 - £48000 per annum + Benefits: Pro-Recruitment Group: Eye for Detail? S...

    NGO and Community Development in Cambodia

    Unpaid: Kaya Responsible Travel: There are many small development projects in ...

    Senior Infrastructure Consultant

    £50000 - £65000 Per Annum potentially flexible for the right candidate: Clearw...

    Day In a Page

    Homelessness: Why is the supported lodgings lifeline under threat?

    Why is the supported lodgings lifeline under threat?

    Zubairi Sentongo swapped poverty in Uganda for homelessness in Britain. But a YMCA scheme connected him with a couple offering warmth and shelter
    A History of the First World War in 100 Moments: When the world’s biggest shed took over Regent’s Park

    A History of the First World War in 100 Moments

    When the world’s biggest shed took over Regent’s Park
    The pain of IVF

    The pain of IVF

    As an Italian woman vows to keep the babies from someone else’s eggs, Julian Baggini ponders how the reality of childbirth is often messier than the natural ideal
    Supersize art

    Is big better? Britain's latest super-sized art

    The Kelpies are the latest addition to a growing army of giant sculptures. But naysayers are asking what a pair of gigantic horse heads tells us about Falkirk?
    James Dean: Back on the big screen

    James Dean: Back on the big screen

    As 'Rebel without a Cause' is re-released, Geoffrey Macnab reveals how its star perfected his moody act
    Catch-22: How the cult classic was adapted for the stage

    How a cult classic was adapted for the stage

    More than half a century after it was published 'Catch-22' will make its British stage debut next week
    10 best activity books for children

    10 best activity books for children

    Keep little ones busy this bank holiday with one of these creative, educational and fun books
    Arsenal 3 West Ham United 1: Five things we learnt from the battle between the London sides

    Five things we learnt from Arsenal's win over West Ham

    Arsenal still in driving seat for Champions League spot and Carroll can make late charge into England’s World Cup squad
    Copa del Rey final: Barcelona are paying for their complacency and not even victory over Real Madrid will put things right

    Pete Jenson on the Copa del Rey final

    Barcelona are paying for their complacency and not even victory over Real Madrid will put things right
    Rafa to reign? Ten issues clay courts will serve up this season

    Rafa to reign? Ten issues clay courts will serve up this season

    With the tennis circus now rolling on to the slowest surface, Paul Newman highlights who'll be making the headlines – and why
    Exclusive: NHS faces financial disaster in 2015 as politicians urged to find radical solution

    NHS faces financial disaster in 2015

    Politicians urged to find radical solution
    Ukraine crisis: How spontaneous are the pro-Russian protests breaking out in Ukraine’s east?

    Ukraine crisis

    How spontaneous are the pro-Russian protests breaking out in Ukraine’s east?
    A History of the First World War in 100 moments: The first execution at the Tower of London for 167 years

    The first execution at the Tower of London for 167 years

    A history of the First World War in 100 moments
    Fires could turn Amazon rainforest into a desert as human activity and climate change threaten ‘lungs of the world’, says study

    New threat to the Amazon rainforest:

    Fires that scorch the ‘lungs of the Earth’
    Liverpool, Chelsea and Manchester City: And the winner of this season’s Premier League title will be...

    Who’s in box seat now? The winner of the title will be ...

    Who is in best shape to take the Premier League prize?