Revlon is launching a new mascara franchise, Revlon DoubleTwist, at food, drug and mass chains this month, Gillian Koenig reports. It features a 2-in-1 brush that combines traditional bristles with a
molded brush that's designed to thicken and "volumize" lashes. It will sell for $8.99. Jessica Alba will be the face of the new line in a print and TV campaign.
"There's always room
for a new mascara," says consultant Allan Mottus. "[This] is not like the vibrating ones from Lanc"me and some of the other brands, but the pricing is right and Revlon is pretty product savvy -- they
wouldn't be introducing something that was the same old, same old."
Revlon is also introducing a mascara to its eco-friendly Pure Blends collection in July. And ColorStay Mineral Mousse
Makeup, a foundation, will be introduced in the second half of the year in print ads featuring Halle Berry.
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