January 22 2025  |  Fragrances, Cosmetics, Skincare & Haircare

Gucci enters premium mascara segment with dual-sided brush innovation

By Wendy Morley


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.

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