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Lauder goes large with new Sumptuous Extreme |
US. Estée Lauder has added to its mascara portfolio with a new franchise call Sumptuous Extreme. Available now in travel retail, the mascara is said to magnify and multiply lashes in one swipe, making eyes look big and bold.
The volumising effect is the result of a blend of three customised lash-building fibres, plus the Extreme BrushComberâ„¢ applicator. The mousse-like mascara formula combines lightweight gels, polymers, waxes and pigments to create volume without clumping, according to the brand.
The Tri-blend Multiplying Fibres – exclusive to Estée Lauder – act like lash extensions, filling in even the sparsest of lashes to instantly magnify and multiply the look of lashes. Three different fibres (Hollow Tube, Solid Rod and Micro-Locking) are claimed to create unprecedented volume for each individual lash.
Moreover, the formula is enriched with a Lash-Advancing Vitamin Complex containing panthenol for extra conditioning, while the antioxidant rosemary helps protect lashes against environmental damage.
The Extreme BrushComberâ„¢ applicator aims to deliver all the thickening of a brush, with the definition of a comb. The triangle cut is said to be easy to use and reaches every corner of the lashes despite its big size.
Estée Lauder Sumptuous Extreme Mascara is fragrance-free, ophthalmologist-tested, and appropriate for sensitive eyes and contact lens wearers. It is available in two shades: Extreme Black and Extreme Brown.
