MTV Channel, Blue Heaven collaborate to launch new cosmetics line for girls

MTV channel, in association with Blue Heaven, will launch new consumer products called MTV Muah, targeting girls in the age group of 16-30 years.

MTV Muah range consists of trendy, bright and funky products, and is aimed at girls who wish for a radiant skin while experimenting with different looks.

The new line includes eyeliners, mascaras, kajal (kohl) pencils, foundations and a variety of lip colours.

It is available in three different kits to create different looks- Dazzle, Punk and Pop.

The individual products are available in the price range of INR79-149, the kits are priced at INR 1929.

Commenting on the launch, Viacom18 head consumer products Saugato Bhowmik said, "India is a burgeoning market for beauty and cosmetic products. With the launch of MTV Muah, we attempt to explore yet another category which is in a high emotional involvement zone."

"As new trends in cosmetics make waves each season, the youth like to experiment and have fun. MTV Muah helps them do just that! Also, the affordable pricing makes it a great buy."

The eyeliner from MTV Muah line is water proof and smudge proof, and comes with a soft nylon brush for fine line drawing.

It also dries quickly, giving an instant matte finish.

The mascara is designed to give the lashes a thicker and healthier look as the brush allows easy application with curl retention to last for a longer duration.

The kajal is lead-free, smudge proof and retractable, and comes with a sharpener.

The foundation comes with an oil-free matte finish which gives a velvety sensation to the skin, and is also claimed to be water proof.

It contains finely ground pigments, which blend into the skin easily to give high coverage.

MTV Muah also offers a wide range of nail paints, from matte and glitters to neons and metal.