Extreme Impact Mascara.
Take your lash look to the next level with NEW Excess Volume Extreme Impact Mascara – Max Factors ultimate combination mascara for extreme volume with an intense jet-black lacquer finish.
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 sure to get you noticed.
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” Pat McGrath, Max Factor Global Creative Design Director.
How does it 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.
“Excess Volume Mascara was my go to Mascara while filming The Face. This mascara not only delivers excessively thick lashes from the volumising base coat but also packs a punch with the jet black top coat varnish, which intensifies the colour and shine, a winning combination.” Liz Kelsh, Max Factor Australia Head Make-Up Artist.
Max Factor Excess Volume Extreme Impact Mascara is available in stores from March 2014.
Availability & pricing:
RRP – $25.95
Stockists – 1800 181 040 or www.maxfactor.com.au