US. Estée Lauder’s focus on mascaras will consist of further building the Ilusionist brand as well as bringing innovation in the form of the new MagnaScopic Maximum Volume Mascara. MagnaScopic, which launches in travel retail in April, is a new technologically advanced formula that provdes extravangant volume and colour intensity to lashes.
The eye category is a key priority in the Estée Lauder portfolio and the thickening / volumising segment is the largest mascara segment and has recently experienced rapid growth. The Lauder mascara portfolio therefore is broadened to include Illusionist for curling, More than Mascara for lengthening and now MagnaScopic for volumising.
MagnaScopic is available in three shades black, brown and blue in modern packaging that conveys speed and movement. For the first six months, the cartons will be sleeved with a product visual to ensure maximum visibility. Launch support includes a special event the Mascara Beauty Advisor’s Tool, dedicated merchandising, launch testers. Travel retail exclusives launched similtaneously are the MagnaScopic Eye Set and the MagnaScopic Trio.
Launch: On counter in travel retail from 1 April 2003.
