NEW YORK: Global sport brand Puma and Maybelline New York, the No. 1 international makeup brand, announced their collaboration to launch their first-ever Puma x Maybelline special-edition collection which fuses beauty, fashion and sport into one high-performance, street style-inspired makeup collection.
Puma x Maybelline’s makeup collaboration was designed with the always-on, do-it-all lifestyle of Generation Z and millennials.
“Our young consumer today prioritises an active lifestyle whether it be career, fitness or personally. She’s always on the go, never settles and needs high performance products that keep up with her grind,” Maybelline New York deputy GM Trisha Ayyagari said.
“The Puma x Maybelline Collection was created to do just that.”
Developed with the latest in long-wear technology, the Puma x Maybelline 12-piece collection features a smudge-proof mascara for all-day fierce lashes, a metallic highlighter for an eye-catching chrome effect and fan-favourite Super Stay Matte Ink long-wear lip colour in new limited-edition shades.
In addition, Maybelline has introduced two new duo sticks to their offerings – a new long-wear matte and metallic eye stick for versatile day to night looks as well as a waterproof colour and gloss face stick for a dewy flushed look. The products’ multi-use formats come in sleek, on-the-go packaging and make it easy to achieve a complete makeup look or a quick post-workout touch up.
Best known for her passion for athletics, fashion and beauty looks, and as a global style icon, Maybelline long-standing spokesmodel and Puma’s latest ambassador Adriana Lima will serve as the face of the campaign.
“This collection is truly the representation of the point where the gym meets the runway, a goal we strive for in everything we do for our female consumers,” Puma global head of brand and marketing Adam Petrick said.
“We believe that this first ever collaboration will allow the PUMA Woman to move seamlessly from the gym to the street and provide her with the tools to look and feel her best.”
“Puma and Maybelline are synonymous with on-trend, high-performance products,” Maybelline New York Global Brand President Leonardo Chavez said.
“Maybelline’s collaboration with Puma makes innovative, street style-inspired makeup accessible to consumers worldwide to complement their always-on, demanding lifestyles.”
