How to start a makeup product: Developing the Sky High Technology
Innovation was at the heart of this product. To capture the imagination of buyers, Maybelline NY married technological innovation with the brands’ heritage of high performance natural looking lashes. A revolutionary mascara that promised total volume and limitless length was born.
The technology behind Sky High was a breakthrough innovation from L’Oréal labs. Creating a unique 'Flex Tower' elastomer brush designed to bend, volumize, and extend every lash from root to tip. The transformative brush creates limitless lash length with natural volume unlike any other product. It’s custom flex means you can reach every single lash. Believing in the power of the product, Maybelline NY patented the brush signalling an in-house stamp of approval
The unique formula was created with long, full natural looking lashes in mind. Using a formula infused with bamboo extract, the mascara delivers lash impact from every angle. The formula also doesn’t clump -- the lashes live up to Maybelline NY's memorable tag line, ‘maybe she’s born with it, maybe it’s Maybelline.