Great Wear Budge-Proof brand extended with makeup, concealer in March.
This article was originally published in The Rose Sheet
Executive Summary
MAYBELLINE GREAT WEAR BUDGE-PROOF MAKEUP, CONCEALER, LIPLINER are the latest additions to the L'Oreal division's transfer-resistant cosmetics line. Maybelline introduced its Great Wear makeup collection, including Lash Plus Pro-Vitamin B5 mascara, waterproof eyeliner, lip color and nail color, in the first quarter of 1996 ("The Rose Sheet" Nov. 20, 1995, p. 3). The line was expanded in August with 100% Oil-Free eye makeup remover pads and additional Great Wear lip colors.