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.

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