Dior Diorshow Pump 'N' Volume

Diorshow Pump 'N' Volume is a new ultra-volumizing mascara from Dior, launching in the US in April and worldwide in May. The mascara promises "a fringe of XXL lashes", revolutionizing the volume-building application with its new creamy formula and squeezable tube. You can simply squeeze the flexible mascara tube to soften the formula and load the brush with the creamy product.

"Dior is an authority in the eye category, particularly in mascara, due to the success of Diorshow. As one of the leaders in mascaras in the luxury market, it is important for Dior to be continuously innovating its products", Renaud de Lesquen, president and chief executive officer North America for Christian Dior Couture and Parfums told wwd.

The formula of unique and soft sensation features a high concentration of waxes and elastic powders. It remains creamy down to the last drop, thus maintaining the volumizing impact. The elastomer brush combines a rigid wand ensuring stable and precise application and flexible spikes that are gentle on lashes.

Application tip:

"Give the flexible tube two or three squeezes to make the formula ideally soft and generously load the brush with product. Apply in a zigzag to coat lashes from root to tip and achieve extreme volume instantly." (via)

The face of the ad is Bella Hadid. Announced as the face of Dior Makeup last year, this is her first campaign for the brand.

The price of the mascara is $29.50.