YSL Beaute Launches Baby Doll Mascara

Oh, Baby! Later this month, Yves Saint Laurent Beaute is adding Baby Doll to its Mascara Volume Effet Faux Cils franchise. The patented formula combines a new generation of exclusive polymers, a texturizing agent and soft waxes, allowing for lengthening and curling effects.

Baby Doll’s elastomer brush also boasts two patents. The wand alternates thick and wide-spaced bristles with finer, more closely spaced bristles to deposit color and define lashes.

Baby Doll will come in black, blue, brown and violet and retail for $30 in the US. Industry sources estimate the Baby Doll mascara will generate first year wholesale volume of $20 million. The new mascara will be introduced in the U.S. on March 17 through yslbeautyus.com. On April 15, the entire line is to be available on that site and in Sephora in the U.S. On May 15, the collection will be available in other retailers countrywide.

The international rollout includes: France on April 29, the U.K. on May 22 and Germany on June 1 — when there will also be a general launch in Spain after an exclusive in Sephora there starting on May 27. Russia is due to get the line on June 1 and Italy in early June.