What's Pink & Green and in Everyone's Bag?

Every Woman's Obsession of Course... Maybelline New York Great Lash Mascara

Aug 06, 2007, 01:00 ET from Maybelline New York

    NEW YORK, Aug. 6 /PRNewswire/ -- Women everywhere are seeing pink and
 green while batting their full, luxurious lashes! Wondering what they see?
 Well, with over 20 million pieces sold annually, there could only be one
 answer ... Maybelline New York Great Lash Mascara!
     (Photo: http://www.newscom.com/cgi-bin/prnh/20070806/NYM024-a )
     Maybelline New York Great Lash Mascara is the #1 selling mascara in the
 U.S. With such a loyal following, Maybelline New York has come up with a
 fun and flirty advertising campaign --
     "What's pink & green and in everyone's bag?"
     Created by Gotham, Inc., the concept celebrates the genuine affection
 women have for Great Lash. "Since the introduction of the famous pink and
 green tube in 1971, Great Lash has received more awards and created more
 beautiful lashes than any other mascara," says Cheryl Vitali, Maybelline
 New York Senior Vice President of Marketing. "Its status as a cultural and
 beauty icon just keeps growing, so we want to celebrate the fact that so
 many women use and love Great Lash mascara. And we hope everyone will want
 to show off the Great Lash in their bags, too."
     Jeff Kennedy, who directed the 15-second spot for Gotham, Inc., shot
 various iconic locations around New York City to serve as the backdrop for
 the campaign. "We chose symbolic New York City imagery and situations that
 women everywhere can relate to," says Kennedy. "Playing around with the
 question, we had a great time painting the city pink and green." The spot
 airs nationally August 4th through August 26th on major network and cable
     Great Lash has always stood out for its radically different packaging.
 In 1971, Lilly Pulitzer, a then up and coming designer known for her bright
 and cheery fabrics, inspired Great Lash's legendary pink and green tube.
 This unique color palette is now instantly recognizable and has come to
 symbolize a true cultural icon. In fact, one of the now famous pink and
 green tubes is sold every 1.9 seconds in the US!
     Maybelline New York's Great Lash Mascara also holds the enviable
 position of being adored by women nationwide while at the same time being
 the mascara of choice among beauty influencers. Peer into any makeup
 artist's kit and there it is - Great Lash Mascara. Ask a model... or a
 celebrity... and again, it's Great Lash Mascara. Demi Moore, Jennifer
 Garner, Jessica Biel, Naomi Watts and Kelly Clarkson are among the legion
 of fabulous Hollywood devotees who covet the conditioned, thickened and
 clump-free lashes Great Lash consistently delivers. The product hasn't
 changed in over 35 years-which may be a part of its magical allure. It's
 been like a best friend who's always there and never lets you down.
     "What's pink + green and in everyone's bag... and everywhere? Get ready
 to show your Great Lash!
     About Maybelline New York
     Maybelline New York is available in over 115 countries worldwide.
 Offering more than 200 products, Maybelline New York combines
 technologically advanced formulations with on-trend expertise to create
 accessible cosmetics with a spirited style. For more information, log onto
 http://www.maybelline.com, now also available in Spanish. Maybe she's born
 with it. Maybe it's Maybelline.

SOURCE Maybelline New York