VELVETY, DARK, VOLUMISED LASHES

Dubai, UAE, January 6, 2016:  As modern women continue to embrace effortless glamour, the search for ‘The One’ is over. Max Factor introduces its ultimate mascara innovation for full, voluptuous lashes that never looks overdone. The latest addition to its best-selling False Lash Effect boutique, NEW Velvet Volume Mascara wraps lashes in soft, velvety volume – creating the perfect flutter. 

Max Factor recognises that women the world over desire true lash fullness but find that many voluminising mascaras leave them looking stiff and brittle. Today, Max Factor is setting out to enhance natural lashes with its expert combination of a new ‘Lavish Volume wand’ and anti-brittle mousse formula with natural beeswax in Velvet Volume False Lash Effect Mascara. Lashes are velvety, dark, and more volumised, after only one application. 
                  
A Unique ‘Lavish Volume Brush’

With over 100 years of mascara innovation experience, Max Factor understands the importance evolving wands to offer women new, pioneering ways to achieve lashes they want. Launching [market to insert date], New Velvet Volume Mascara is next in a long line of mascara breakthroughs for the brand as it introduces its new ‘Lavish Volume Brush’ – the ultimate must have natural lash enhancer women have been waiting for. 

The Lavish Volume Brush has been expertly designed to provide super smooth application, while perfectly spaced long and short bristles capture detangle lashes as it combs through, while effectively delivers volume impact at the roots. At the same time, this clever wand works in tandem with a new advanced anti-brittle mousse formula featuring natural beeswax to give a touchably softer lash feel; volume builds easily on lashes respecting their natural shape. Once applied, the result is a velvety, seductive lash look.

• VOLUME: the new ‘Lavish Volume Brush’ features short and long bristles to capture and coat each lash evenly from root to tip for full and separated velvety lash volume. 
• SEPARATION: the offset bristle spacing detangles and catches every lash, no matter how short or fine, coating them in smooth, velvety black brilliance. 
• VELVETY FINISH: the anti-brittle mousse is formulated with a combination of natural beeswax and glycerin to give a touchably soft lash feel. Lashes never feel stiff or look overdone. 

The Secret to an Alluring Lash Look

Wearing new False Lash Effect Velvet Volume Mascara, supermodel, Candice Swanepoel, models the season's most alluring eye look – a glamorous transformation created by Max Factor Global Creative Design Director, Pat McGrath, demonstrating why lashes are our most captivating feature. 

Max Factor Regional Make-up Artist Samira Olfat shares his/her make-up artistry tips to creating the same seductive look at home, “The secret to allure is quiet confidence and the ultimate smoky eye with velvety, dark, volumised lashes will deliver that. The make-up artist’s technique is all about contrasts – a sparkling white eye stands out against voluptuous lashes and dark lids. Bring out the shape of the eye with a translucent wash of colour across the lids and finish with one coat of NEW Velvet Volume Mascara  for voluptous, feminine lashes that are volumised and feathery to touch. This opens up the eyes and transforms them immediately.”

New Max Factor Velvet Volume False Lash Effect Mascara will be available from December  
RRP 74 Dhs