It all started with Christian Dior’s Mascara Flash. A WWD article, dated Feb. 14, 1997, teased its arrival with the opening paragraph reading: “This spring, Christian Dior will paint its customers’ nails, lips, cheeks, eyes and … hair.
There were seven shades, ranging from golden highlights to orange and bright blue. Mascara Flash would retail for $18.50 and go on sale in May 1997. In the U.S., Dior planned to promote the product with national advertising.
Meanwhile, in the prestige market, Lancôme would venture forth with a promotional line of hair and eyebrow mascaras, called Lumi-Hair, for department stores in October., which was caught off guard by the strong demand and was plagued by out-of-stocks for several months. But the company began taking the necessary steps to keep the distribution pipeline filled.
“Hair mascara appeals to all ages, mothers, daughters, East Coast, West Coast, Midwest,” she was quoted as saying in the article.
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