Givenchy Launch 'Demesure Audacious Lashes' Mascara

Givenchy have launched a new mascara named 'Demesure Audacious Lashes'. The mastermind behind the new product is beauty Artistic Director Nicolas Degennes, who has come up with the first ever 3D telescopic brush which is set to revolutionize makeup application of the future. Commenting on the new design, Degennes says that this mascara is a “high tech accessory at the cutting edge of innovation combines an extensible brush and a finishing tool. An exclusive hyaluronic acid-based formula adds volume to the base of lashes without weighing down the tips. A super-audacious product for extravagant, breathtaking volume.”

Actress Liv Tyler is the new face of the product which comes in a variety of different shades including black, brown and a limited edition green colour. According to Degennes, it took 2 years to create the new product which has been made to:

To Create Density: the volumising shaft has 16 inlaid grooves which serve as reservoirs for material. Each time it is dipped in the vial, they are engorged with mascara so that the base of eyelashes is covered with a thick coating on application. 

To Define: enclosed in the shaft, a totally clean elastomer separating brush is released by activating the base of the cap. Its cone shape guarantees ease of use combined with ultra-precision. The finishing tool gives the ultimate touch of precision. Its finesse provides a customized, unequalled, lash-by-lash result.”

The campaign photo which features Liv Tyler was photographed by Willy Vanderperre. The mascara is set to hit stores in July this year. 

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