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 Cosmeticnews.com.
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.