Maybelline adds to Revitalizing line

Maybelline Canada will roll out a two-in-one moisturizer and foundation in June as part of its Revitalizing Skin Care line.The product launch will be followed by a national print and tv ad campaign, running September to November.Maybelline's lead ad agency on...

Maybelline Canada will roll out a two-in-one moisturizer and foundation in June as part of its Revitalizing Skin Care line.

The product launch will be followed by a national print and tv ad campaign, running September to November.

Maybelline’s lead ad agency on Revitalizing, The Gotham Group, of New York, is handling strategy and creative production.

MacLaren Lintas of Toronto will adapt the creative for use in Canada.

The new product, called Revitalizing Alpha Hydroxy Make-up, contains a 2% alpha hydroxy acid (aha) extract derived from heated molasses.

aha is recognized by skin care specialists for its ability to promote mild skin exfoliation, giving skin a healthier, fresher appearance.

aha is also recognized as a treatment for skin that is dry, blemished, discolored or sun-damaged.

The campaign tagline for Revitalizing Alpha Hydroxy Make-up is, ‘It’s not just a make-up. It’s a makeover.’

According to Maybelline spokesperson Val Finney, the product breaks new ground in the industry by combining aha with a foundation.

Finney says that while women typically apply a separate moisturizer before applying foundation, Revitalizing Alpha Hydroxy Make-up ‘is intended to be used as a two-in-one make-up.’

‘It’s a bit like a shampoo-conditioner product in that sense,’ she says.

Finney says that although an individual ‘does not have to apply a moisturizer to her face before applying Revitalizing Hydroxy Make-up,’ users are encouraged to apply nighttime moisturizers ‘before going to bed in the evening.’

Model Rosie Vela, under contract to Maybelline to promote Revitalizing, will appear in the upcoming ad campaign.

Launched just 10 months ago, the Revitalizing brand already represents 25% of Maybelline’s overall sales.

The line, which is targeted at women in the 35-plus age bracket, includes foundations, concealers, moisturizers and eye shadows and lip and nail products.

Maybelline will also launch a fall tv campaign for its Maybelline brand Natural Accents Eye Shadows and Blushes.

Maybelline projects it will spend $3 million on advertising across all its product lines in Canada in 1995.