FRANCE. Lancôme is poised to add a new product to its extensive mascara portfolio. Hypnôse, described as a volume-enhancing formula, will make its debut in European travel retail in May. It will enter the US one month later, followed by Asia in July. The recommended travel retail price will be €18.60.
Hypnôse is claimed to make lashes look six times thicker, but without crumbling, caking or sticking. This is thanks largely to its formula, and the design of its brush. It will be available in two shades: black and brown.
The formula contains Soft-Sculpt technology, which features a mix of emollient waxes, plus various polymers. These help to spread multiple coats smoothly and evenly along each lash, according to Lancôme.
The Hypn̫se patented PowerFULL brush features four plate surfaces and four combs for optimum ease of application Рand variable volume.
Lancôme is already present in the volumising segment with Amplicils, said to provide natural-looking results. Its lengthening range comprises Définicils and Flextencils. It also has a so-called specialist portfolio containing Cils Booster XL, Kéracils and Magîcils.
The company has high hopes for Hypnôse and the launch will be supported with a significant advertising and promotional programme. The volumising segment attracts a wide age range and represents a significant chunk of the overall mascara market.
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