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Lancôme’s new Virtuôse mascara (top) and (above) Rénergie Morpholift R.A.R.E. Repositioning Cream SPF15 |
FRANCE. Lancôme has introduced a new mascara to the travel retail channel, Virtuôse Divine Lasting Curves & Length Mascara. The product is priced domestically at €25.50.
Virtuôse was created in response to the findings of Lancôme’s Lash-Type Classification System, the result of surveying 2,280 women from every ethnic group around the world.
It is said to be ideal for consumers with so-called “unruly” lashes – a segment currently neglected by existing mascara offers – and also for those with straight lashes who seek more of a curl.
The Virtuôse formula features a new hydrophobic, lash-coating polymer, which helps to tame and separate lashes and form a contouring film to set a curl which holds for up to 12 hours. It is also said to be smudge-proof, a quality that prevents the formula from collecting at the base of lashes towards the end of the day.
Virtuôse incorporates an asymmetric brush, with square cut, inverted bristles. This helps the brush grip even the shortest and most unruly lashes and creates maximum contact between the mascara and the eyelashes, according to Lancôme.
Virtuôse Divine Lasting Curves & Length Mascara is available in four shades: Noir Sensual, Bleu Insolent, Brun Intriguant and Prune Magnétique.
In other news, Lancôme has further updated its Rénergie Morpholift anti-ageing franchise with a new treatment. Rénergie Morpholift R.A.R.E. Repositioning Cream SPF15 is available now in European and North American travel retail. It will roll out to South America in November and to Asia in early January.
The recommended domestic price point is €75 for 50ml.
The product was reportedly inspired by one of the latest plastic surgery techniques, whereby the slackened areas of the skin are re-anchored and repositioned to rejuvenate the whole face, while preserving its natural expressiveness.
This led Lancôme to create R.A.R.E. (Re-tightening and Repositioning Effect) technology, using a unique oligopeptide that reinforces the anchoring of collagen fibres.
Using this technology, the company has revamped its Rénergie Morpholift skin care line, and has introduced Rénergie Morpholift R.A.R.E. Repositioning Cream SPF15, described as the first all-round, anti-age, repositioning, firming, anti-wrinkle skin care product that actually fights slackening of the skin – the primary concern of women aged over forty.
The introduction of the new cream will be complemented by the relaunch of other Rénergie Morpholift products, notably Rénergie Morpholift Yeux R.A.R.E, said to deliver an intense remodelling effect on the fragile eye contour area; and Rénergie Morpholift Cou R.A.R.E, a remodelling treatment to firm and reshape the neck.
All the products feature a delicate floral fragrance and are presented in modern, minimalist packaging, coloured white with violet accents.
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