NEW MAKE-UP FROM MAYBELLINE
By Adnews Staff
U.S.-based Maybelline will launch a new line of cosmetics with a $30-million(US) ad splash next year but Canada will only start with one of the products. Nail polish, lipstick, mascara and eyeliner, all bearing the label The Greats, will be introduced in the U.S. The Canadian division will only market the mascara in 1996, Maybelline Canada's communication and promotion planning director Valerie Finney told Adnews yesterday. The product will be introduced in February with TV and print advertising carrying the tag line "Great Balls of Fire". TV is being created by Gotham Inc. of New York. Print will be done by Gotham and MacLaren: McCann of Toronto. MacLaren also places advertising in Canada. In-store events will be handled in-house.