The best kind of makeup, in our opinion, is experiential. And when it comes to touching, feeling and seeing, Maybelline has always been at the front of the pack with their creative palettes and textured shadows. But it wasn’t until this year that Maybelline took one more step in the sensory direction that ultimately created a new type of makeup experience with their scented palettes. That’s right, not only are you playing with inspiring lemon and soda pop shades at your makeup vanity — you’re now being transported to the nearest lemonade stand or malt shop with just one whiff as you open your palette. “We were looking to add a full sensorial appeal to the eyeshadow experience,” says Trish Flynn, AVP of Global Development at Maybelline. “It started with our Lemonade Craze Palette and now Soda Pop is following shortly after.”
But what makes one palette more likely to be developed with a fragrance than another? Flynn notes that it all has to do with the makeup’s particular story. “When you hear Soda Pop, you think of not only the colors but also the smell — the fragrance we chose is a cherry cola scent.” The palette’s narrative draws from the brown-coppers of cola and root beer to the blues and purples of blue raspberry and grape flavors, as well as the bubbly champagnes of soda fizz. Because of this, Soda Pop naturally lends itself to a scented experience. “When you see the colors we created, and smell the cherry cola scent, you just get a full sensorial experience beyond a normal eyeshadow palette,” remarks Flynn.
It’s important to note that fragrance in makeup isn’t exactly a new concept — but using it this way certainly is. “For almost all eyeshadow palettes, the fragrance is added to the liquid binder or wet phase of the process,” explains Flynn. “Binder is usually an oil or silicone based liquid that holds the powder together once pressed or dried and also helps the product adhere to the lid.”
Creating both Soda Pop and Lemonade Craze required extra lab time. And there’s a lot that goes into making scented makeup safe and user-friendly. “Not only do you want a fragrance that performs and is true to your concept,” says Flynn, “you want to make sure it is safe to use in your desired area of application.” First and foremost, creating a perfumed scent for makeup should be safe to be applied around the eyes, lips and face. “In this particular case, we worked closely with our internal fragrance experts and safety teams to choose the perfect scent and also to make sure it was safe for these areas,” she says.
With all of this meticulously taken care of, there is still something different about Soda Pop and Lemonade Craze by Maybelline: Their version of scented makeup is changing our entire relationship with eyeshadow. It’s not just about having a touch of fragrance to bind the formula together, it’s about telling a story — one that makes you want to throw on a pair of oxfords and head to your nearest soda shop. It’s about feeling the crackle of soda fizz hit your mouth and the refreshing gulp shortly thereafter when you apply these shadows and experience their texture and pigmentation. “Soda Pop is different in that we are not only evaluating our eyeshadows for color and performance, but making sure the fragrance is performing, as well,” says Flynn. And with all of these elements blended perfectly together, it makes for not just one sweet makeup palette — but one sweet makeup experience.
Now, excuse us while we crack open a soda.