Yves Saint Laurent introduces the Mascara Vinyl Couture

Published: 2016-02-11 by Marina Milojević in Makeup | (one comment)

May sees the launch of Yves Saint Laurent’s new Mascara Vinyl Couture, an innovative mascara with a vinyl texture. The brand has described its upcoming release as a breakthrough formula composed of highly concentrated lacquer pigments and a translucent liquid base. The product, which is envisioned and created at L’Oreal labs, is a fruit of over four years of development.

YSL-Mascara-Vinyl-Couture-group-shot

The Mascara Vinyl Couture is aimed at Millennials, a demographic cohort of consumers born between 1980 and the mid-2000. Since they love playing with color, like to stand out, and emphasize their personal freedom and individuality, YSL has created this shiny colorful mascara to help them go crazy with their look.

The Mascara Vinyl Couture will be available in seven shades, and two glittering top coats, similar to Marc Jacob’s new Lamé Noir Glittering Mascara. The product is formulated to boost volume, lengthen, and create those of sexy, fanned-out lashes. On top of that, the lacquer pigments give powerful color payoff, while four biomimetic oils (argan, carthame, sweet almond, and castor) nourish and protect the lashes. The product is presented in a clear, rectangular packaging topped with a silver stopper.

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The promotional campaign, fronted by Cara Delevingne, is launching in the next couple of days. The visuals were photographed by Craig McDean. Since YSL targets Millennials, the digital campaign will include videos, GIFs and flash 10- to 15-second how-to videos.

YSL Mascara Vinyl Couture will retail at €33.00, or around $37.00. The launch will be accompanied with a selection of eyeliners in matching colors.

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