New York, New York, July 2009 [Ed. <----Yes, you read that right - July! Read on to find out why!] - Get ready to experience a breakthrough from America's #1 favorite mascara innovator. Introducing the most technologically advanced mascara yet from Maybelline New York, NEW Pulse Perfection by Define-A-Lash Vibrating Mascara - so good, you won't believe your eyes.

Maybelline New York's first-to-mass vibrating mascara delivers 7,000 vibrations per minute in 7 synchronized actions so lashes are transformed to perfection. The battery-powered mascara offers a patent pending vibrating elastomer brush, which gently pulsates against lashes. The horizontal micro-motion is designed to mimic pro makeup artist application technique (zig zag), and extend it to its maximum potential, mistake-free and effortlessly.

How it works. The exclusive formula features thickening agents, emollient waxes, film formers to transform lashes. It is completely buildable so you can apply, one, two or several coats, depending on your desired lash look. Upon contact with lashes, the Pulse Perfection vibrating brush works by uncrossing individual lashes for more perfect separation and definition. Simply push the button, and hold the wand steady as you slowly coat eye lashes, root to tip.

The result? 7 mascara must-haves:

1. Luscious thickness - the vibrating motion of the brush builds up the volumizing waxes for luxurious thickness


2. Luxurious length - lengthening and stretching agents are pulsed to their fullest extent as the mascara is applied, extending product beyond lash tip


3. Smooth separation - the brush's 7,000 vibrations per minute smooth out the emollient waxes and oils, creating a creamy texture that helps separate and uncross lashes for perfect definition


4. Intense color - the formula contains a highly efficient dispersing agent which helps enhance pigment color intensity


5. Shapely curve - the vibrating action of the Pulse Perfection brush coats each lash evenly, coaxing every lash to lift up and curve


6. Healthy luster - caring oils and intense pigments restore luster and shine to lashes


7. Perfectly clump-free lashes - vibrating brush uses horizontal micro-movements to smooth and even-out the formula as it pulsates its way through lashes

• 13x thicker
• 75% visibly longer
• Deep color impact
• Totally clump-free

Now you can be the first to feel the vibe! In an exclusive online preview sale, one day only on May 18, 2009, consumers can visit Maybelline.com/pulse or a participating retailer to make the anticipation for NEW Pulse Perfection a reality: Target.com, Walmart.com, CVS.com or Walgreens.com.

"We pride ourselves at Maybelline on our ability to bring true innovation to consumers at mass," says Carolyn Holba, Senior Vice President of Marketing, Maybelline New York. "Over the past year, vibrating mascaras have proven to be a huge success in the prestige market. As a mascara leader, we are thrilled to be the first to introduce the superior vibrating technology of Pulse Perfection to mass consumers at a great price."

In sleek black and gold packaging, NEW Pulse Perfection looks especially luxurious. It is available for just $14.95 beginning July 2009 at mass market retailers nationwide. The mascara comes in two washable shades, Very Black and Blackest Black, and one waterproof shade, Very Black.

The NEW Pulse Perfection battery lasts a minimum of 130 applications. Assuming a consumer applies the mascara once a day, once activated, the battery will last 130 days, or over 4 months. (The average life of mascara is 3 months).

Maybelline New York is available in over 115 countries worldwide. Offering more than 200 products, Maybelline New York combines technologically advanced formulations with on-trend expertise to create accessible cosmetics with a spirited style. For more information, log onto www.maybelline.com also available in Spanish. Visit the My Color Advisor section to help choose and use the right shades for you! Maybe she's born with it, maybe it's Maybelline.