“Curl Bounce Mascara was inspired by Gen-Z whose main eyelash concerns include lack of curl and sparse lashes,” said Jesse Feinstein, Senior Vice President of US Marketing, Maybelline New York. “Gen-Z will soon be the largest, most diverse generation yet, so it was important to us to address this heightened need for a curl-focused mascara and was a natural next step to further enhance our strongest category.”
“We took a prescriptive approach to Curl Bounce’s formula and focused on creating curl through the lens of haircare rather than traditional mascara,” said Tina Liu, Marketing Director, Maybelline New York. “We utilized polymers typically used in some of the top performing hair curling products within the L’Oreal portfolio to create the effect of curls that holds, but for lashes.”
This union of brush and formula ensures that lashes stay curled, never weighed down and wear for up to 24 hours. Curl Bounce Mascara is available in Very Black, Blackest, and Brownish Black, in both washable and waterproof formulas. The mascara retails for $9.99.
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