Maybelline to Launch Color Sensational Lipsticks

Due to a new, innovative color dispersion system, the color seen on a Color Sensational lipstick bullet is what will transfer on the lips. “Color Sensational’s pigments are dispersed in a patented polymer and emollient blend. This blend saturates the pigment and allows the color to bloom,” said Debra Coleman Nally, director, R&D, L’Oréal USA. Creating a lipstick that feels soft on the lips was found to be the second most important lipstick trait. Color Sensational formulas address this concern by adding honey nectar.

In addition to the lipsticks, there are 12 shades of lip gloss — using the same technology — and 10 lip liners. Lip items fall into one of four shade families: red, pink, plum and natural, as consumers generally bucket themselves into one of these categories. Displays on the cosmetics wall group shade families together, so consumers can immediately deselect a family they know doesn’t work for them. — WWD

See what the displayer is going to look like!