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Gucci Beauty's First Mascara: A Closer Look at the IRL Experience

CEO Tinh Phung
Last night marked the highly anticipated launch of Gucci Beauty's very first mascara in Los Angeles. The event also served as the opening of the brand's interactive pop-up shop in West Hollywood. As a devoted...

Last night marked the highly anticipated launch of Gucci Beauty's very first mascara in Los Angeles. The event also served as the opening of the brand's interactive pop-up shop in West Hollywood. As a devoted fan of their luxurious lipsticks, I simply couldn't resist trying out Gucci Beauty's new mascara, Mascara L'Obscur. This innovative product promises to deliver buildable volume and is suitable for both subtle and bold looks. With its thin brush designed to capture every single lash, wearing this mascara feels like having falsies on, but with unparalleled comfort. But does it deliver on its promise? Let's dive into the details.

A Vibrant Launch Party

Inside the pop-up's warehouse-like space, Gucci beauty models danced their hearts out, all adorned in gorgeous Gucci attire. One standout star of their campaign, Dani Miller, who became famous for her imperfect teeth in the brand's lipstick ads, was also present. Influencers and editors had the opportunity to play around with the new mascara, receive makeup touch-ups from the Gucci Beauty makeup set, indulge in champagne at the Gucci Guilty diner, take photos in the Gucci Mémoire d'une Odeur library, and snap mirror selfies in the Gucci Bloom dressing room. It was a lively and colorful event where self-expression took center stage.

Manny Gutierrez, Gabriel Zamora Image: BFA for Gucci

Unveiling the Luxurious Packaging

Being already donned in mascara, I decided to put Mascara L'Obscur to the ultimate test the next morning on clean lashes. As with all Gucci Beauty products, the first thing that catches your eye is the sumptuous packaging. The gold lid of the mascara tube feels weighty and exudes opulence. The interior design of the tube is equally impressive, featuring a flexible elastomer brush with a thin tip. This unique design allows the brush to bend and flex as you apply the mascara, ensuring every little lash gets coated.

A Lengthening Effect for Your Lashes

My lashes were already slightly curled due to a recent lash lift from Amazing Lash Studio. So, even though I tested the mascara on "natural" eyelashes, the results showcased a bit more curl than usual. It's important to note that this mascara isn't specifically designed for curling, but rather focuses on lengthening and defining lashes. This characteristic works perfectly for me because my natural lashes have a slight curl. If your lashes are super-straight, you might want to consider using an eyelash curler before applying the mascara.

gucci mascara before Image: Elizabeth Denton

The Quest for Luxurious Volume

Given my preference for voluminous lashes, I decided to go all out and layer the Gucci mascara with a few coats. To my satisfaction, the brush truly caught every tiny lash, effectively coating each one with its jet-black formula. The result? Stunning length and definition without requiring excessive effort.

gucci beauty after Image: Elizabeth Denton

A Bold and Rockstar Vibe

However, it's worth mentioning that as I layered on the mascara, the formula did tend to clump slightly. This may not be ideal for those seeking a more natural-looking fullness. Personally, I don't mind the clumpy effect – in fact, it adds a rockstar-like touch reminiscent of model Dani Miller's lashes in the Gucci Beauty ads. Furthermore, I must commend the mascara's longevity throughout my active day. Not a single flake or smudge in sight. Although some may perceive it as a "nighttime" mascara, I can easily envision myself wearing it for everyday glamour.

Experience the Pop-Up and Get Your Mascara

If you're in LA and want to be a part of this exciting Gucci Beauty experience, make sure to visit the pop-up shop, open to the public on March 6 and 7. For more information and to register (don't worry, it's free!), head over to the store's website. As for Gucci Beauty Mascara L'Obscur, it's already available online and will hit stores on April 3.

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