Maybelline Is Relaunching Great Lash in Royal Blue — Here’s How to Buy It
By Jessica Chia. Photos: Courtesy of Brand.
At last, an answer to hundreds of Maybelline.com commenters begging for the return of Maybelline Royal Blue 104 mascara, which originally launched in 1971. Yes, you read that correctly: The bright blue formula, which was discontinued, then teased again at Jason Wu’s fall 2017 runway show at New York Fashion Week this February, is re-launching exclusively at Walmart next month, and then wherever Maybelline is sold this coming January. And it's welcome news – Royal Blue’s discontinuation triggered sales as high as five times its suggested price on Ebay, and sent many devotees into a spiral of grief. And we mean every last stage of the emotion. Think we’re exaggerating? Just take a look at the comments section of Maybelline's Great Lash page{: rel=nofollow} on their website where real women explain why its return is, in no uncertain terms, a big freakin' deal:
Shock
"Why oh why…with all us women pleading for you to bring back the royal blue, what on earth would make you even hesitate! My son found someone who was selling one and purchased it for me at $35. !!!! And I was so happy that I was yelling & crying. I would gladly pay that again to get another one. It is the only mascara & eyeliner I have ever worn since i started wearing makeup over 40 years ago. I wore it every day. My husband fell in love with me wearing the royal blue. I still wear it to this day & have had people tell me i should model for Maybelline ! There are other blue mascaras' out there, but they are not the Maybelline quality. PLEASE...listen to your customers and bring back the ROYAL BLUE !" — Dottie Wolfe, Richmond, Virginia
Denial
"BEEN USING ROYAL BLUE FOR 31 YEARS. IT IS PART OF MY IDENTITY AND PART OF WHAT MAKES ME WHO I AM. NO OTHER BRAND OUT THERE CAN COMPARE. MY LIFE WOULD NEVER BE THE SAME WITH OUT IT. PLEASE DONT STOP SELLING THIS PRODUCT. FROM ALL THE ROYAL BLUES USERS" — Jmccannon2
Anger
"No!!! Im 26 and have been using this color since i was 12! It was my first mascara and it was in fact the royal blue color! All other mascaras including MAC and sephora brands i have RETURNED . Youll see a drop in sales. Im a makeupartist and on strke." — BeautyNamedStar
Bargaining
"Have used this since HS - I'm 60 now. Best part was the compliments I received on my eyes. Most people did not notice it was "blue" at first, only that it made my eyes prettier. The next thing was the ease of removing it without leaving "color" on my skin under my eyes. I've tried all the colors of Great Lash including the Green version years ago. I had difficulty with all the other colors either leaving color residue under my eyes or, having my eyelashes come out due to trying to get the mascara off. I started noticing the shortage of the blue a few years ago and tried stock piling some, which I am now at the end of. Is there really no hope for even a seasonal offering of this color? Say at Easter and then those of us who love it could stock pile for a year???? Thank you," —Nessa, Philadelphia, Pennsylvania
Depression (and Anxiety)
"How could you do this?? I have worn this for 16 yrs. It is a part of me. It makes me feel beautiful and special. It's the best part of my day, because I get so many compliments on it. And now it's been stripped from me. Other brands cannot compare." — Mich1984
"I'm 55yrs old and have used Maybelline's Royal Blue Mascara since I was in 7th grade of Junior High School. Then, without knowledge that it was being discontinued......I went shopping from store, to store, to store, to store and yet another store and was unable to find. I suffer from anxiety and it caused me to have a panic attack right in the store. I ended up walking out and leaving all my stuff in my cart and driving home as fast as I could!!!!! Please, Please, Please tell me where I can get some Maybelline's Royal Blue Mascara!!!" — Kare Bare, Sioux Falls, Dakota
Acceptance
"I loved the Royal Blue mascara! It looked perfect with my skin color, my hair color, and many of my outfits. I rated 1 star because sadly, the product no longer exists. Please consider making it again! I do use the Great Lash Black and like it very much, but Please Bring Back the Royal Blue!" — Kathy16, Olney, Maryland
The takeaway: Camp out in Walmart's parking lot on April 30th. We'll see you there.
This story originally appeared on Allure.
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