WWD broke the news last week that Guerlain will launch a new and very snazzy mascara in January. Noir G de Guerlain takes its design cue from Rouge G de Guerlain lipsticks and its formula from a proprietary new technology.
Like Rouge G de Guerlain, the new mascara is packaged in a compact with a pop-up mirror. Noir G’s packaging was designed by Lorenz Bäumer in an elegant black. Bäumer explained they designed the mascara’s packaging, made of Zamac with black lacquer, to reflect the color of the product. It does add drama to the overall look.
It was reported that Noir G and Rouge G are both are refillable. Does that mean Rogue G refills will be available next year? I sure hope so. I love the lipstick, but don't need the weight of the compact. With the mascara, the liquid formula and brush are changeable together. Bäumer called the steps to change out the two “excessively simple.”
“There are two products for which you absolutely need a mirror: lipstick and mascara,” said Olivier Echaudemaison, Global Creative Director for Guerlain. “We have now solved both.”
The formula, noted Echaudemaison, is unique. A blend of waxes coat the lashes to extend and add volume, and they are set in position by film-forming polymers. The blend of waxes allows the formula to be supple during application and then firm up to set the lashes. A proprietary polymer is added in the water portion of the formula, and when the mascara dries and the water evaporates, the particles of this polymer create a protective and setting film.
Proprietary, new-generation "Ultra Black" pigments were designed to amplify the intensity and depth of the black. The formula will lengthen and curl lashes, but it also promises lash regeneration, using artemia salina, a cell revitalizer that stimulates the production of keratin.
The brush, noted Linda Maiocco, Senior Vice President of Marketing and Public Relations for Guerlain in the U.S., was inspired by hairstyling tools. It's round, easily maneuverable, and made of flexible fibers to catch and style the lashes, she told WWD.
The mascara is scented with notes of peach, rose, jasmine, and white musk. That's where it gets really interesting to me! A mascara with notes that sound divine? I can't wait to see and smell it.
The mascara will be available initially only in black. “Mascaras in colors like purple and blue are an accessory,” said Echaudemaison. He pointed out that black is universally wearable.
The mascara and compact together will retail for $49. Refills will be $26. In the U.S., Noir G de Guerlain will debut December 26 at Saks Fifth Avenue and roll out in early January to about 150 department and specialty stores, including Nordstrom, Neiman Marcus, Bloomingdale’s, Sephora, and Bergdorf Goodman.
Photo and information courtesy of WWD