Tapping into the athleisure trend, Maybelline has teamed up with PUMA, a leader in sportswear, to create PUMA x Maybelline, a high performance, street style-inspired makeup collection.
Speaking about the new launch Maybelline New York deputy general manager Trisha Ayyagari said: "Our young consumer today prioritises an active lifestyle whether it be career, fitness or personal life. She's always on the go, never settles and needs high performance products that keep up with her grind. And the PUMA x Maybelline Collection was created to do just that."
“PUMA is always striving to merge fashion and sport and this collaboration achieves that goal.” PUMA global director of brand and marketing Adam Petrick said: "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."
Best known for her passion for athletics, fashion and beauty, and as a global style icon, Maybelline spokesmodel and PUMA's latest ambassador Adriana Lima will serve as the face of the campaign.
Developed with the latest in long-wear technology, the PUMA x Maybelline 12-piece collection features a smudge-proof mascara, a metallic highlighter for a chrome effect and Super Stay Matte Ink long-wear lip colour in new limited-edition shades. In addition, Maybelline introduces two new duo sticks to their offerings, a new long-wear matte and metallic eye stick as well as a waterproof colour and gloss face stick.