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Maybelline Teams With Puma on Limited-Edition Makeup Collab

Maybelline’s latest collaboration isn’t an influencer or celebrity deal — it’s a product line with Puma.
L’Oréal-owned Maybelline has teamed with the sneaker brand on Puma x Maybelline, a streetwear-inspired collection of five limited-edition makeup products, to be released globally in 35 countries on Feb. 8. In the U.S., the collection will be sold exclusively at Ulta Beauty, launching online in February and rolling out to the retailers’ stores on March 17.
Puma x Maybelline consists of five items, including three new products — Smudge-Proof Mascara, Matte + Metallic Duo Eye Stick and Color + Gloss Duo Face Stick. There are also new shades of two existing Maybelline products — SuperStay Matte Ink Liquid Lipstick and Master Chrome Metallic Highlighter.
The high-performance products, inspired by streetwear trends, are long-wearing and made with super-saturated pigment. Product names were given a streetwear-inspired bent — for instance, Warrior Flow, Hustle and Burn, and Knockout.
“Both of us are going after the younger consumer — what we call the ‘hustle generation.’ They’re running around doing different things, working by day and DJing by night,” said Amy Whang, senior vice president of marketing for Maybelline. “We wanted to provide product that would keep up with them.”
Maybelline teased the collaboration

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Via:: https://wwd.com/beauty-industry-news/color-cosmetics/maybelline-puma-collab-ulta-beauty-1202967477/