Due out this May is Yves Saint Laurent Beauté’s new mascara, Mascara Vinyl Couture, a topshelf lashware line made with a vinyl texture in 9 disco shades. Stephan Bezy, Yves Saint Laurent Beauté international general manager said the smooth-textured product gives volume, length and curve to lashes.
“But on top of that, it delivers color like no [other] mascara,” he explained to press, crediting the lacquer pigments and the translucent liquid base. The formulation has, as well, four different biomimetic oils, including argan oil, carthame oil, sweet almond oil and castor oil, for lash care. We also hear there will corresponding eyeliner pencils in matching colors.
Fronting the cool new campaign is Cara Delevingne, who was photographed by Craig McDean. She’s pictured standing before a wall plastered with images of her eyes sporting a wide variety of mascara looks.
“We wanted to express the multiplicity, the infinite combinations,” Bezy said.
Mascara Vinyl Couture was created by labs at L’Oréal, YSL’s parent company, with Millennials — the 18-to-34 demographic — in mind.
“We listen to them,” Stephan Bezy said, “We know about their expectations, their habits — and there is a trend among Millennials, that they love playing with colors. They like to stand out, feel free, experiment, show their personality and go a little bit crazy sometimes. This is the mascara of the Millennials.”
Mascara Vinyl Couture will retail in France for about 33 euros, or about $37 at current exchange.