• by Sarah Mahoney  @mahoney_sarah, July 25, 2011

Maybelline and Target are partnering to introduce three specially designed versions of the classic Great Lash Mascara, and will promote the limited-edition products via Facebook and upcoming fashion events this fall.

Starting with the basic pink-and-green packaging that has been used since the No. 1 brand launched 40 years ago, Maybelline invited designers Max Azria, Tracy Reese and Vivienne Tam to each give the little tube their own spin. (Reese's, for example, is bold and floral; Tam's includes the Chinese symbol for "lash.")

Maybelline, the official cosmetic sponsor of Mercedes-Benz Fashion Week, says the designs "represent the spirit of the Maybelline New York woman – modern, confident and chic." Target will sell the mascara for $6.99, beginning September, 2011, timed to coincide with Fall Fashion Week.