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Byline: Andrea Nagel
Maybelline's Sleek Touch
Maybelline New York is looking to do to lashes what they believe stilettos do for legs. That is, offer lengthening as the utmost benefit in their latest mascara, Lash Stiletto.
The new mascara will arrive in stores in January and will, according to Carolyn Holba, senior vice president of marketing, provide two areas of differentiation: A formula that combines length polymers to stretch the lash and Pro-Vitamin B5 to give a black patent shine, and a crisscross brush designed to grip and extend lashes to allow each to get coated.
"It is not a heavy look, but a sleek, long look," said Serena Giovi, vice …