Gucci says its new beauty product ‘builds and builds, for eyes that are everything’.

“I designed Mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way. When we asked the talents to do the campaign, we looked for somewhat eccentric personalities who really wear their makeup in this way. We called it L’Obscur because this word balances charm and mystery,” Alessandro Michele

The new Gucci Mascara is available in duty-free stores all around the world with a recommended retail price of US$40.

Ripping up the rule book on how we currently understand makeup, Gucci Beauty challenges conventions to create a brave new world where authentic beauty is freedom. Imperfection. Eccentricity. This is the enchanting story Alessandro Michele seeks to tell. Now, the creative director’s vision for eyes is realized with the launch of L’Obscur, a new buildable mascara for the bold, the bright and the beautiful. Created with the ultimate formulation for customized performances, L’Obscur is for those who dare to express and embrace their differences, from classic to bold, understated to punk.

Inspired by Alessandro Michele’s ideals of beauty, Thomas de Kluyver, Gucci Global Makeup Artist, applies the mascara by handling brushes in different positions – vertically or horizontally – depending on the desired finish. For this reason, the Mascara L’Obscur has a uniquely shaped brush and formula to grip lashes and create distinct results. Entering the mascara market for the first time in March 2020, L’Obscur is for those who want to express themselves, their way.

The Mascara Design and Formula
With a name selected for its balance of charm and mystery, Gucci Mascara L’Obscur is set to be an object of beauty and desire. Precise and elegant, the packaging consists of a pastel pink tube and gold metal hued wand with vertical grooves.

Gucci Mascara L’Obscur features:

– an ultra-rich creamy texture, which comes in one pure intense black shade at launch;

– a highly comfortable film, which quickly transfers the perfect amount onto lashes, and is near impossible to smudge, flake, feather or migrate once dry;

– a flexible elastomer brush, ensuring ultimate comfort and ease of application;

– thin brush tip, perfectly designed to catch the smallest lashes at the top and bottom corners of the eyes, which also fans, lengthens and separates each lash with panoramic precision;

– long-wearing finish of up to twelve hours.

Application Tips by Thomas de Kluyver

– Classic Look: apply with the wand positioned horizontally for a sweeping effect that sees lashes separated at the root and subtly fanned out.

– Bold Look: apply with the wand positioned vertically for a bold punk volumized finish where high definition meets a wing-like fan of lashes.

The Campaign
The Mascara L’Obscur campaign continues the story from the first lips chapter with a return to the #GucciBeautyNetwork; a place where age, identity and looking perfect are obsolete. Appearing as an 80s style commercial break interrupting the lead protagonist as he bathes happily watching TV, the dream-like sequence conveys the message that authentic beauty lies in imperfection.

Directed by Sean Vegezzi and photographed by Martin Parr with art direction by Christopher Simmonds, the narrative merges references from vintage Hollywood to surrealism and an 80s aesthetic of irony, humour, and playfulness. With two different looks modelled by Mae Lapres and Dani Miller, the versatile nature of L’Obscur is revealed with freedom and frivolity, showcasing the diversity of the mascara and its wearer.