An instant glamour transformation with dramatic WOW effect lashes 

Dubai, December 9, 2014: 50 years after Mr. Max Factor changed the mascara landscape forever with the introduction and release of the first ever mascara wand, the brand is today revealing its latest in mascara innovation with the launch of NEW Max Factor Masterpiece Transform Mascara.  

Many women believe that the ‘bigger the mascara brush, the bigger the lashes’ but little do they know that slender mascara wands are the ultimate make-up artist s secret to dramatic, show stopping eyes. Designed and inspired by Max Factor Make-up Artistry, Masterpiece Transform Mascara revolutionises the mascara application process, as the slender brush maximises contact of the mascara formula with the lash, saturating the lashes with an instant “hit” of volume from the very first stroke. The narrow cored, short bristled wand captures and volumises each and every lash, right from the root to the tip. The result is a glamorous WOW effect lash look. 

“A long-lasting mascara that volumises, curls and lengthens is, without a doubt, the most important tool for any professional make-up artist,” explains Samira Olfat, Max Factor Regional Celebrity Make-Up Artist. “The new Max Factor Masterpiece Transform Mascara instantly transforms and boosts your lashes, giving them incredible texture, a thicker base and a plumped-up look. It is a pioneering product that will literally make you say ‘WOW’. Today, no make-up bag is complete without the Max Factor Masterpiece Transform Mascara.”

The Make-up Artist Secret to WOW effect lashes 
Previewed by Pat McGrath, Max Factor Global Creative Director during New York Fashion Week, this unique mascara wand is a favourite of make-up artists around the world – all knowing that using a wand with narrow core and shorter bristles delivers a fast transformation with an intense load of volume. 

For the Victoria Beckham AW14 show, Pat McGrath applied Masterpiece Transform Mascara directly on the roots of the models lashes to give a localized hit of volume at the lash root for a look that fitted seamlessly with the aesthetic of the designs. 

“Victoria wanted the girls to stay looking very natural, almost as themselves but to enhance their beauty with simple touches of make-up. This included important details such as adding extra luminosity to the skin and subtly lifting the lashes - it’s all about natural glamour that’s so modern and relevant to today.”
Pat McGrath

The beautifully lifted lashes gave the essential finishing touch to the eyes. Pat used NEW Max Factor Masterpiece Transform Mascara on the roots only; “Applying mascara to the roots alone gives extra definition to the lash line”,

Beyond the modern glamour look for lashes seen at the VB AW14 show, the runways saw a dramatic return to lashes – straying from the bare lash look that has been so popular over recent seasons. Eyelashes really were the star of the season, starting with deliberately clumpy at Prada; then to localized lash lift volume at Victoria Beckham; morphing into luxurious luscious lashes at Versace and Gucci; and finally outrageously fantastical at Lanvin and McQueen. All of the statement lash looks gave a unique and alternative take on glamour, and each easy to create with new Masterpiece Transform Mascara and the unique narrow cored, short bristled wand. 

How does this unique mascara wand work?

The narrow core and the shorter bristles on the Masterpiece Transform’s wand have been designed to coating each lashes from the very first sweep to deliver saturated volume. 

The Mascara Wand: The narrow cored brush has shorter and specially aligned bristles that instantly capture and volumise each lash by saturating them with product

The Formula: The Volumising formula, combined with the unique mascara wand, work together to deliver intense dramatic volume immediately on application

The Look: An instant ‘hit’ of volume from the root of the lashes. The result is dramatic sophisticated glamour with lashes strikingly transformed 

The Boutique: Masterpiece Transform Mascara joins the Masterpiece boutique made up of Max Factor Masterpiece Mascara and Max Factor Masterpiece Max for a trio of Volumising mascaras suited to every need. 

New Max Factor Masterpiece Transform Mascara is available across the region in the following shades and RRP.* 

United Arab Emirates 
Max Factor Masterpiece Transform Mascara: RRP 56 AED*
•    Black
•    Black/Brown

Saudi Arabia
Max Factor Masterpiece Transform Mascara: RRP 56 SAR*
•    Black
•    Black/Brown