You are here: HOME > RESOURCE > LIP INK World > Cosmetic Industry News > Jun-07 > Guerlain Goes Maxi with Maxi Lash

Guerlain Goes Maxi with Maxi Lash

French beauty brand Guerlain (a part of LVMH luxurious empire) intends to become a major player in the mascara category with its new innovation Maxi Lash Extreme Volume Mascara, set to hit shelves worldwide on August 2006.

But what's with the name? Marks & Spencer has been selling Maxi Lash mascara for years...

Anyway. Created to give lashes a "push-up effect", the mascara's formula contains a sweet almond biopolymer and a smooth texturizing agent. The mascara's lash maximizer complex claims to give lashes a 3D effect, while a botanical tensing agent adds curl.
"We have not been very strong in the mascara category and our goal is to make a big entrance with this highly-technical mascara," Guerlain makeup group manager Violaine Basse explains to

Contrary to its traditional gold-accented packaging, Guerlain chose to go a more "serious" route for Maxi Lash with a tube featuring a black-on-black curvy double-G with a dark pewter top.

Other important Gulaunches include: KissKiss Laque - an extension of it successful KissKiss lipstick range launched last year. Less transparent than a gloss, the lacquer offers "full-on color and shine" that is formulated to remain on lips thanks to a castor oil mixture.