Coty has introduced Gucci Mascara L’Obscur, Gucci Beauty’s latest eye product in the market. It is now available in worldwide travel retail.
Gucci Mascara L’Obscur offers an ultra-rich creamy texture in a high intensity black shade. The long-wearing formula is buildable, smudge-proof, and flake resistant once dry.
It comes with a flexible elastomer brush — designed to grip even the smallest lashes — for easy application. The thin brush tip fans, lengthens, and separates lashes with precision.
Gucci Mascara L’Obscur comes in a pastel pink tube accented with a gold wand with vertical grooves similar to the brand’s lipstick tube designs.
The new mascara was created by Gucci Creative Director Alessandro Michele and represents the brand’s unique ‘beauty in imperfection’ philosophy. He said, “I designed Mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way.”
Michele added, “When we asked the talents to do the campaign, we looked for somewhat eccentric personalities who really wear their makeup in this way. We called it L’Obscur because this word balances charm and mystery.”
The Gucci Mascara L’Obscur campaign represents the next chapter of the ‘Gucci Beauty Network’, a concept first introduced with the launch of the brand’s popular lipstick range in 2019. The eclectic visuals were inspired by an 80s style commercial break and the campaign directed by Filmmaker Sean Vegezzi and photographed by acclaimed Fashion Photographer Martin Parr.
The campaign, which was art directed by Christopher Simmonds, brings Gucci’s imperfect beauty mantra to life. It combines surrealism, humour, and playfulness and stars Mae Lapres and Dani Miller, who reprise their roles as the faces of Gucci Beauty.
Going strong on Globuy
As a lead business partner of The Moodie Davitt Report, Gucci Beauty’s story will also appear in Chinese and with a consumer voice on fast-growing Chinese B2C WeChat social media account Globuy [玩转全球免税], as part of a new collaboration between Globuy owner Extra-Aile Media in Shanghai and The Moodie Davitt Report. Globuy aims to become “the KOL of Chinese travel retail” and already has 400,000 followers and a monthly audience of 1 million views for its WeChat social media platform promoting new launches, product availability, promotions and special offers. Underlining the strong affinity and complementary nature of the two companies’ work, Globuy has dubbed The Moodie Davitt Report “the KOL of travel retail B2B media” Under the agreement, selected stories from The Moodie Davitt Report.com’s lead brand partners in beauty, fashion, luxury, confectionery and premium spirits are also published by Globuy in Chinese. These include product reviews by the Globuy team. Globuy is promoting The Moodie Davitt Report’s platform to China’s travel retail sector and to its own consumer audience in China. The Moodie Davitt Report subsequently also publishes a curated selection of Chinese consumer feedback on the chosen stories and will reveal the results of regular consumer surveys conducted in association with Globuy. |
