estée lauder introduces double wear zero-smudge lengthening mascara
-- Extraordinary Length and Volume That Lasts up to 15 Hours --
At long last, a conventional mascara with a “can do” attitude; one that goes the distance, keeping pace with women’s dynamic lifestyles, taking them seamlessly from day to night without compromising polish or glamour. Introducing Double Wear Zero-Smudge Lengthening Mascara from Estée Lauder – offering dramatic length, lush volume and sensationally long wear that goes on effortlessly, in one stroke, and won’t budge, smudge, smear or flake for up to 15 hours...yet removes easily with warm water and cleanser.
New to the acclaimed Double Wear family of exceptionally long-wear, stay-in-place products, Double Wear Zero-Smudge Lengthening Mascara is formulated with a patented polymer complex designed to withstand steamy humidity and dewy perspiration. Plus a contemporary, new brush design offers amazing length, without clumping. And, despite its 15-hour stay-put performance, Double Wear Zero-Smudge Mascara washes off easily and entirely with warm water and cleanser such as Estée Lauder’s Take it Away Total Makeup Remover – without leaving behind any residue or the look of “raccoon eyes.”
Long-Wear, Lengthening Formula
Double Wear’s staying power comes from a clever combination of a temperature-sensitive polymer complex and soft film formers that provides flexible yet exceptionally long wear to lashes. Although engineered to be resistant to humidity and perspiration, the 15-hour formula unlocks from the lashes with warm water and with the use of a cleanser washes away clean, removing every last trace.
Another formula first is the use of jellified water to help deliver thickeners to lashes without causing them to look clumpy or dry. The jellified water also helps to saturate the pigments, imparting glossy, more intense color, while a nutrient-rich, hair-loving Panthenol complex helps keep lashes conditioned and flexible, minimizing breakage.
Extraordinary Brush Design
“A mascara formula is only half as good as the brush you create for it,” explains Anne Carullo, SVP Corporate Product Innovations, Estée Lauder. “The Double Wear Mascara brush addresses the fact that our lashes are not uniform in length or thickness – they’re best likened to blades of grass. With a blend of long and short bristles, the Double Wear brush helps ensure that each lash is adequately coated, visibly lengthened, and splayed for optimal separation.”
Double Wear Mascara features an innovative Lash Extender Brush with two intertwining layers of micro-fiber bristles that go deep into the lash bed, working in two ways: First, the bristles comb through the base of the lashes, splaying and detangling them for individual separation. Next, lashes are channeled through the saturated core of the brush to ensure each is doubly-coated. The result is beautifully coated lashes from root to tip with exceptional length and wispiness without clumping. Only one dip of the brush is sufficient per application, and there is no need to reapply product once lashes have dried.
Two Natural Shades
Double Wear Zero-Smudge Lengthening Mascara, which is available in two shades, black and brown, is ophthalmologist-tested and safe for contact lens wearers. It literally dissolves with warm water and cleanser.
Elegantly designed in Estée Lauder’s signature navy blue vial with a fluted gold cap, Double Wear Zero-Smudge Lengthening Mascara arrives in April 2008 at Estée Lauder counters.
It joins Double Wear Stay-in-Place Makeup SPF 10, Stay-in-Place Powder Makeup SPF 10, Stay-in-Place Concealer SPF 10, Stay-in-Place Lip Duo, Stay-in-Place ShadowStick and Zero-Smudge Liquid Eyeliner.
Suggested retail price: AED 105 (US$28.50)
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