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Hypnôse Drama delivers a show-stopping lash performance, according to Lancôme |
FRANCE. Lancôme has updated its Hypnôse mascara, introduced in 2004, with a new version, called Hypnôse Drama.
The product now incorporates an oversized brush which delivers an “all-new, show-stopping lash performance,” according to the brand. Together with the lash-coating formula, the curved wand is said to deliver expressive eyes and outstanding, customisable lash volume.
Hypnôse Drama is available in a black ink formula, which is claimed to glide along each lash, instantly coating and amplifying from root to tip. It features intensely concentrated pigments for a deep, pure black look.
The new, oversized brush sports a convex twist designed to reach all the way to the base of the lashes. A combination of short and long bristles aims to reach and sculpt each and every lash.
Hypnôse Drama is presented in a reinterpretation of the original cylinder packaging, with more rounded, voluptuous lines.
The advertising visual features Daria Werbowy, and was shot by Nick Knight.
In other news, Lancôme has enjoyed a strong success with its vibrating Ôscillation mascara, which began rolling out in Americas travel retail, supported by a number of HPPs, at the beginning of 2009.
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Lancôme promotes Ôscillation with IOSC in Argentina during the brand’s high-profile Americas travel retail roll-out |
According to the brand, it became the top-selling reference for Lancôme during all animations between mid-February and April, and is the number one mascara in travel retail.
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