Beauty and Fashion Dubai

High volume with an intense black lacquered finish – the ultimate combination for high-impact lashes

Dubai, UAE, June 2014:Take your lash look to the next level with NEW Excess Volume Extreme Impact Mascara – Max Factor’s ultimate combination mascara for extreme volume with an intense jet-black lacquer finish. This pioneering product is best paired with Max Factor’s revolutionary Excess Volume Longwear Eyeliner – which provides expert glide-on precision in a self-sharpening pencil, with long-lasting properties. Together, this dynamic duo guarantees to take your eye look from ordinary to extraordinary!

“When it comes to mastering striking eye make-up, the two most important elements for a truly high impact look are a volume-building mascara and an eyeliner that provides lasting intensity,” says Max Factor’s Regional Creative Director,Joelle Mardinian. “Thanks to Max Factor’s Excess Volume Extreme Impact Mascara and Excess Volume Longwear Eyeliner, achieving show-stopping eye make-up has never been easier.”

Designed for women who feel let down by conventional volumising mascaras, new Excess Volume Extreme Impact Mascara combines a mega-volumising base with an intensely black lacquer top coat for never-before-seen lashes that are sure to get you noticed. Using this unprecedented new mascara with Max Factor’s Excess Volume Longwear Eyeliner – which features a fine tip for precise definition – is the key to a dramatic make-up look that stays put for 12 hours!

Available in six shimmering shades, Max Factor’s Excess Volume Longwear Eyeliner is filled with high intensity pigments, boasting unparalleled staying power. In addition to lasting up to 12 hours, the eyeliner glides on smoothly and is smudge-proof, crease-proof and waterproof.
Excess Volume Extreme Impact Mascara in Action

Trialled by Max Factor Global Creative Director, Pat McGrath, during the SS14 catwalk season, models stood out from the crowd with super-volumised, über- intense lashes that took excess to the next level. Pat says, “I used Max Factor Excess Volume Extreme Impact mascara to create a really stand out look. This season it’s all about amplification – lashes that are full and volumised but also jet-black with an intense lacquer finish take your look from ordinary to EXTRAordinary.”

Inspired by the process of creating luxury leather goods, Max Factor scientists have discovered that the secret to extraordinary volume is to patent it – just like leather. Patent leather is created by coating tanned leather in an acrylic solution. As the acrylic dries it amplifies the black with an incredibly smooth layer that is durable, protective & flexible, characterised by a highly polished, and intense finish. Only a superior grade of leather is suitable for the patenting process as any rough texture is simply enhanced and the patent finish can crack.

The same applies with mascara – applying an intense dark lacquer top coat to a low-quality volumising formula can reduce rather than enhance the thickening effect, as the lacquer could amplify existing unevenness.  This is why a high quality volumising base layer is so important, as it creates the perfect bed for an intense super dark lacquer to skim across – plumping, smoothing and sealing the lashes for a more intensely black lacquered look that lasts.

“Traditional volumising formulas can often fall short of what women expect from them. This new mascara gives you a maximum impact look that delivers – not only do you get that extreme volume but the intense jet-black top coat actually amplifies the end result, meaning you can achieve a new level of lash intensity. I call this the Wet-Lash Look” says Pat McGrath, Max Factor Global Creative Design Director.

How does Max Factor’s Excess Volume Extreme Impact Mascara Work?

BASE COAT – EXTREME VOLUME: A super-thickening formula includes wax, dark pigments and volumising spheres to create a high quality finish with an abundance of high impact volume.  This, combined with our biggest brush, ensures maximum volume.TOP COAT – INTENSIFYING LACQUER: The jet black lacquer finishing coat is thinner than the volumising base coat, allowing it to flow across the lash surface. Because of the volumised micro texture of the base layer, the finishing lacquer coats lashes   from root to tip, meaning that you get an intensely black, glossy finish without removing or destroying the volume layer underneath. The gel-based formula further thickens & seals the lashes, instantly smoothing them and increasing the volume for a truly excess lash look that lasts. * To best remove Max Factor Excess Volume Mascara, add an oil based makeup remover to a cotton pad, close eyes, and coat lashes with remover in downwards strokes. Leave the remover on lashes for 1 minute to ensure mascara comes off easily, then remove with a damp cotton pad, wiping gently downwards. Finally, pat dry to ensure all residue is removed.

So, for all women out there who are still searching for must-have make-up products to create the perfect eye make-up look, your answer is finally here: simply combine Max Factor’s new Excess Volume Extreme Impact Mascara with Excess Volume Longwear Eyeliner – and voila!

Max Factor Excess Volume Extreme Impact Mascara and Excess Volume Longwear Eyeliner is now available across the region in the following shades and RRP.*

United Arab Emirates

Max Factor Excess Volume Extreme Impact Mascara: RRP 77 AED*

• Black

Max Factor Excess Volume Extreme Impact Long Wear Eye Liner: RRP 42 AED*

• Gold
• Aqua
• Green
• Black Charcoal
• Silver
• Brown

Saudi Arabia

Max Factor Excess Volume Extreme Impact Mascara: RRP 76 SAR*

• Black
• Black/Brown

Max Factor Excess Volume Extreme Impact Long Wear Eye Liner: RRP 41 SAR*

• Gold
• Aqua
• Green
• Black Charcoal
• Silver
• Brown

*Pricing is at the sole discretion of the retailer