Lancôme Ôscillation Mascara
Vibrating Mascara Builds Coverage, Colour, and Separates Lashes
Dec 12, 2008
Standing outside Lobby on Bloor Street in Toronto, on a dreary fall morning waiting for a colleague, and looking up at the wonder that is the ROM's new Michael Lee-Chin Crystal, it seems this is a morning of design. So, it’s upon entering the lounge, for the launch of Lancôme’s new Ôscillation mascara, that the word really starts to resonate.
As the first auto-vibrating mascara by Lancôme, this product comes after years of product development, testing and research.
Enter a Legend
Coffee and fruit in hand, still a little groggy from the early commute, sunshine suddenly enters the room in the form of Lancôme’s brush designer, Jean-Louis Guéret. A short man, Guéret has the spunk of an adolescent and a French accent only perfected from a lifetime spent in the depths of Paris’ truly fabulous. Guéret has been creating brushes for beauty’s biggest players since 1967.
His friendly demeanor and willingness to chat – broken English, and all – instantly relieves the room of any tension and sets the course for an enthusiastic bunch. From the tea and coffee of the main level, it’s the descent to Lobby’s lower level that gets everyone’s blood flowing. The anticipation of this new product has been on the lips of beauty insiders for weeks.
The Development
Gathered in clear, modern chairs, surrounded by a superbly lit, black interior, Guéret begins the story of how Ôscillation came to be. It was five years ago when he noticed makeup artists using a zig-zag motion on models in order to better define the lashes they were working on. He set out on a mission to create an easier alternative to this motion – enter Ôscillation.
Designed to build colour, shape and volume easily, the longitudinal micro-oscillation system performs an average of 7,000 vibrations per minute ensuring each and every lash – even those short ones – is covered 360 degrees.
The thumb press applicator turns on the vibration, which is more of a hum and impossible to see. You control the power, which allows for perfect application every time!
The Real Test of Success
With product in hand, it’s time to turn the tables, and put the product to use for the layman. After just two slow swipes – and an unforgettable demonstration by Guéret – it seems the lashes of this morning have transformed. Full, lush and resembling falsies, this new look is one worth buzzing about.
The women in the room gasp and cheer as they see their new eyes for the first time. One model swears she’s going to save hers for special occasions until the product is released in Canada; another editor wonders where it’s been all her life.
A more flexible brush and specially shaped wiper allow for an even amount of product each time. This new formula – designed in conjunction with the brush – creates a thin layer, working to better reflect the light and make your eyes pop!
After launching more than 40 mascaras, Guéret explains oscillation as a new element in the production of mascara. He believes that if you can change the look of someone, you can change their personality.
“It does it all, and it does it all well,” he says. And who can argue with that?
Lancôme Ôscillation mascara is availabe Dec. 29, 2008 exclusively at The Bay, $39. As of Jan. 30, 2009 it will be available at all Lancôme counters across Canada.
 |
