Good Vibrations

Maybelline is shaking things up. After much hoopla around Estee Lauder and Lancome's vibrating mascaras, the mass market cosmetic co. is entering the arena with Pulse Perfection. While it's not the first to hit mass retailers, it is the first of the major drugstore cosmetic companies to do so.

The product won't hit shelves until July, however, for one day only - May 18 - the product will be available for preview exclusively at Maybelline.com/pulse. 10,000 Define-a-Lash Pulse will be available for $14.95.

“Innovation is critical and given the economic times we are leveraging the technology and excitement to give true beauty junkies a preview before it is available to the masses,” said Maybelline Marketing VP Serena Giovi.