Gucci enters premium mascara segment with dual-sided brush innovation

Actor and former model Abbey Lee returns to beauty campaigns, showcasing Gucci's latest mascara launch
Gucci Beauty is expanding its eye category with Mascara Le Magnétisme, featuring a curved brush design that aims to differentiate the product in the premium mascara segment. The launch marks a strategic move to strengthen the house's position in color cosmetics.
The product's key technical feature is its dual-sided brush, which incorporates 247 bristles arranged in 10 rows. The inner curve's short bristles focus on root-to-tip curling, while the outer curve combines short and medium bristles for volume distribution.

Gucci's latest mascara features a dual-curved brush design in a black and gold casing
Clinical testing on 32 false lashes showed a 90% increase in lash volume, while consumer testing with 57 subjects demonstrated 12-hour curl retention. The formula combines black and blue pigments to achieve color intensity while addressing common mascara performance issues like smudging and transfer.
Available in a single shade called Eve Black, the product comes in a black tube with a ribbed golden cap featuring the brand's logo.
The launch campaign, directed by Sabato De Sarno with art direction from Lolita Jacobs and Jean-Baptiste Talbourdet-Napoleone, features model Abbey Lee Kershaw. Thomas de Kluyver led the makeup direction, with photography by Ezra Petronio. Charles Negre shot the product stills under Lambert | Lambert's art direction.