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Lancôme has added to its extensive mascara portfolio with a new product, called Grandiôse. It will be available in travel retail worldwide from August.
“More than just a new product, Grandiôse represents a genuine avant-garde re-interpretation of mascara, fulfilling every woman’s expectations with a simplified application technique for multi-benefit results,” explained Lancôme International General Manager Françoise Lehmann.
The new mascara is said to lengthen, curl, thicken and separate for widened, intensified eyes. To aid optimum application, the wand features a curved, “Swan-Neck” stem, described as the ideal shape to reach all of the eye’s curves, and access all of the lashes. Curved at 25° to its axis, the stem also intuitively adapts to the contours of the face, avoiding the cheekbones, nose and eyebrow arch. The bristles are shaped like half petals, in two sizes, to grasp and coat every lash from root to tip, according to the brand.
The formula features ultra-black pigments and a new Native Rose-Cell Extract, to leave lashes more supple, softer and more resistant to breakage. In addition, three transparent polymers form an invisible, supple, protective film that does not stiffen lashes, delivering 24-hour wear, Lancôme maintains.
Grandiôse is presented in a curved bottle, shaded with a smoky graduated effect, and embellished with Lancôme’s signature rose.
The face of Grandiôse is actress Penélope Cruz. The ad campaign was shot by Mert Alas and Marcus Piggott.
