FRANCE. Helena Rubinstein (L’Oréal Produits de Luxe International) is to extend its eye make-up offer with the introduction of Glorious Mascara. It is being launched this month into European and US travel retail, before being rolled out to Asia in May.
Glorious is described as a new generation, jewel of a mascara that pays tribute to Rubinstein’s iconic Long Lash range, introduced in 1958.
It is said to intensely reshape eye lashes, curving, shaping and defining from root to tip. Its long-lasting effect makes lashes appear volumised and sculpted, thanks to the formula’s “Flex-Activ Complex” – a combination of hard and soft waxes.
Glorious also features a “curl up” wand, with six patents. It is radically curved to follow the line of the lashes to perfection, according to Rubinstein.
Glorious Mascara is available in three shades: star black, star brown and star blue. The recommended domestic price is €28.
The mascara is presented in gold-coloured, etched filigree packaging, which references that of the company’s ground-breaking Long Lash mascara.
The advertising campaign will feature company spokesmodel actress Demi Moore.
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