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Maybelline unveils Velvet Crush. (cosmetics collection)

Chain Drug Review

| June 23, 1997 | COPYRIGHT 1997 Racher Press, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

NEW YORK - This fall Maybelline Inc. will launch the Velvet Crush cosmetics collection, featuring interchangeable colors for a complete look.

The line includes five new coordinating shades for Moisture Whip lipstick and Salon Finish nail color; Expert Eyes Soft Matte eye shadow in "velvet crush" (plum) and "Santa Fe" (a warm blend of browns); Brush Blush in mocha velvet or caramel suede; and Nude Smoked Kohl eyeliner.

Complementing the Velvet Crush collection will be two separate looks for autumn - geometric greens and lucious browns. Suggested retail prices will range from $2.50 to $5.

In addition, the company plans to strengthen its No. 1 position in the eye segment with the launch of several items.

The newest member of Maybelline's Great Wear family of transfer-resistant (budge-proof) products is Great Wear EyeColor. The product has a soft powder finish for a "just applied" look that "won't come off until you want it to," says a spokeswoman for the supplier. It is also budge-proof, fade-proof and crease-proof.

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