Bigger, Brighter Eyes: Get 2X bigger eyes with the all-new Maybelline New York Big Eyes Mascara

Bigger, Brighter Eyes
Get 2X bigger eyes with the all-new Maybelline New York Big Eyes Mascara

Maybelline New York, the No. 1 colour cosmetics brand in the world* and Malaysia** introduces its latest innovation and newest extension to the popular Volum’ Express® mascara line today. Named the BIG EYES MASCARA, it is the brand’s 1st dual-ended mascara that lets you command complete control over your lashes to create 2X bigger eyes with just one sweep of the wand!

Pink Fong, Marketing Manager of Maybelline New York Malaysia, explained during the product launch that the BIG EYES MASCARA is designed specifically to solve common problems women encounter when trying to achieve the ‘Big Eyes’ look. “One of the biggest concerns Asian women face when using makeup is how to play up the eyes. Everyone wants to have bigger eyes, or the ‘Big Eye’ effect. However, many of us face the same problems, such as small eyes, droopy eyelids, short eyelashes, or even lashes that just won’t curl properly, no matter how many times you try!”

To solve these problems, BIG EYES Mascara provides the simple solution by offering 2 types of brushes: the Big Brush, with its full bristles, is perfect for creating ultra-lush volume and ‘push-up’ effect on lashes; and the Micro Brush has an ultra-fine 2mm width that allows you to precisely brush and coat even the tiniest lashes, especially for hard-to-reach corners and lower lashes.

The fashion industry plays a big part in inspiring makeup trends, and Maybelline New York fully understands how fashion and beauty go hand in hand. Taking trends from the catwalk to the sidewalk, Maybelline New York offers modern women with stylish shades, innovative formulas and revolutionary textures at an affordable price, thus allowing them to transform themselves effortlessly and beautifully.


In conjunction with the roll-out of BIG EYES MASCARA, Maybelline New York invited blogger fashion designer Kittie Yiyi to style the models at the launch with outfits from her Pre-Fall Collection. Each of the models was styled according to one of the three Maybelline New York ‘Big Eyes’ Look with her fun and quirky designs.

BIG Date – a feminine, flirty look that’s perfect for a first date. Accentuate eyes with BIG EYES MASCARA, plus natural brown eyeliner and a wash of copper eyeshadow using Big Eyes Shadow in Smokey Brown. Eyebrows are kept soft and lightly-shaded in.

BIG Meeting – a power look for the boardroom. Eyebrows are filled in prominently for a sharp look, while black eyeliner with gold eyeshadow from the Big Eyes Shadow Copper Gold palette on the eyelids mean business. Eyelashes are also coated with BIG EYES MASCARA for a wide-eyed effect.

BIG Night Out – it’s time to unleash your inner diva. Let your eyes do the talking for you with sexy smokey eye makeup. Black eyeliner, accentuated with pink shadow from Big Eyes Shadow in Gorgeous Pink, gives you a sultry effect. Add ultra-lush volume on both top and bottom lashes, thanks to BIG EYES MASCARA’s dual-ended brush.

How to use the wonderful new mascara to get the perfect big eyes instantly?

Curl your lashes first and coat the upper lashes evenly with the Big Brush for dramatic volume – this addresses those with straight lashes; even if your upper lashes are short, you can use the Micro brush to define them without smudging before using the Big Brush to build volume and create dramatic effect. To complete the look, use the Micro Brush to reach the inner corners and lower lashes – this especially helps when you have short, fine lower lashes or droopy eyelids. Regardless of the problem, the result is 2X bigger eyes!

You can also complement your ‘Big Eyes’ looks with Big Eyes Shadow, Maybelline New York’s 1st eyeshadow palette that promises to give you +30% bigger eyes. The unique 24-hour gel-powder formula glides on like a gel, but spreads smoothly like a powder, giving you intense colour payoff. The thoughtful ‘Apply As You See’ palette design makes big eyes makeup possible, even for beginners. In a matter of minutes, you too can achieve +30% bigger eyes with the 1st big eyes shadow palette!

At the event, picture of me, cute or not? 

One of the model using the all-new Maybelline New York Big Eyes Mascara

If you’ve always dreamed of becoming the ‘it’ girl, now’s your opportunity to shine! From 10 November onwards, take part in the “Get the Party Started with Maybelline” contest and stand to win an all-expenses paid makeup party of your dreams! The mechanics are as follows:

a) Purchase RM50 worth of any Maybelline New York products
b) Take a ‘we-fie’ photo with five of your girlfriends; and upload it on the maybellinesimplyfab Facebook page. Remember to tag everyone, including Maybelline!
c) Finish off with a creative caption to describe your dream party.
d) E-mail the photo and proof of purchase to Maybelline at maybellinemalaysia@loreal.com
e) The 3 most creative entries will win the makeup party of their dreams, and the winners will play host to their five tagged girlfriends at the party of a lifetime, with all costs and expenses fully-sponsored by Maybelline!


From 22 December to 3 January 2015, you can also join Maybelline as they ‘Take The Party to Watsons’. There will be a special booth set up at selected Watsons stores, where expert makeup artists will give free makeovers and advice to women who want to achieve the ‘Big Eyes’ look effortlessly with Maybelline. If you are a Watsons VIP card member, you will stand a chance to double your prize and even win an exclusive Kate Spade bag when you join the contest.


Maybelline New York BIG EYES MASCARA is available in Black and retails at RM45.90 each, while Big Eyes SHADOW comes in three colours: Gorgeous Pink, Smokey Brown and Copper Gold, also retailing at RM45.90 each.


*Euromonitor International Limited: as per colour cosmetics definition by retail sales value 2013
**Based on ScanTrack Health and Beauty for the Cosmetics category for the 12 months ending February 2013 for Peninsular Malaysia