L'Oréal is adding a mineral line to the Maybelline New York brand. Mineral Power will launch in January 2008, and although the launch comes years after the first mineral makeup line appeared on shelves, company executives are confident that the line will do well.
The line will include a foundation, pressed powder, concealer, loose powder and blush that incorporate triple refined micro minerals and are talc-, fragrance- and oil-free. The company believes that the foundation may soar above the other products in sales, due to the reluctance of foundation wearers to try mineral powder.
