On Feb. 27, Gucci Beauty added a new product to its line of ever-growing, 58-shade lipstick collection, with the debut of its first mascara, L’Obscur.
Alessandro Michele had a vision for eyes that take shape with L’Obscur (meaning intensely dark.) The campaign, features a retro style commercial break interrupting the lead protagonist as he bathes happily watching TV. It is visual eye candy that conveys the message that authentic beauty lies in imperfection. The campaign was directed by Sean Vegezzi, photographed by Martin Parr with art direction by Christopher Simmonds, and creative direction by Alessandro Michele. The narrative combines references from old Hollywood to surrealism, and an ’80s aesthetic with two different looks. The mascara is modelled by Mae Lapres and Dani Miller.
“I designed L’Obscur mascara for an authentic person who uses makeup to tell their story of freedom, in their way. We called it L’Obscur because this word balances charm and mystery,” Alessandro Michele, creative director for Gucci said.
L’Obscur is a buildable mascara for the bold, bright and beautiful. Its uniquely shaped brush and formula is ideal for gripping lashes and creating distinct results. The mascara features an ultra-rich, creamy texture in one intense black shade, and a long-wearing finish of up to twelve hours.
The mascara is available gucci.com, and sephora.com, expected to be available in store on May 3.
