Maybelline New York, Puma unveil athleisure-inspired collection

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Maybelline New York, Puma unveil athleisure-inspired collection

Maybelline New York and Puma are meshing the worlds of fashion, sports and beauty together.

The companies announced the launch of the special-edition Puma x Maybelline collection, which was designed with Generation Z in mind and caters to the athleisure-obsessed demographic that is always on the go.

"Our young consumer today prioritizes an active lifestyle, whether it be career, fitness or personally. She's always on the go, never settles and needs high-performance products that keep up with her grind," Trisha Ayyagari, deputy general manager at Maybelline New York said. "The Puma x Maybelline collection was created to do just that."

Created with long-wear technology, the 12-piece collection features smudge-proof mascara for all-day lash volume, metallic highlighter and the popular Super Stay Matte Ink long-wear lip color in limited-edition shades.

In addition, the beauty brand is introducing two new duo sticks — a long-wear matte and metallic eye stick and a waterproof color and gloss face stick. The products will come in sleek, on-the-go packaging, the companies 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," Adam Petrick, global director of brand and marketing at Puma, said. "We believe that this first-ever collaboration will allow the Puma woman to move seamlessly from the gym to the street and provide her with the tools to look and feel her best."

Model and Maybelline spokesmodel Adriana Lima will serve as the face of the campaign.

"Puma and Maybelline are synonymous with on-trend, high-performance products," Leonardo Chavez, global brand president at Maybelline New York, said. "Maybelline's collaboration with Puma makes innovative, street style-inspired makeup accessible to consumers worldwide to complement their always-on, demanding lifestyles."

The Puma x Maybelline collection's availability will vary by market both in store and online, the companies said.