I spread the word about Noir G de Guerlain Mascara in October, after reading a preview in WWD. Today, Guerlain sent out the press information, so it's a good time to remind you that this exceptional, refillable mascara will be available in January.
Noir G is the first mascara to combine the extravagant luxury of Guerlain's jewel case with an extraordinary new formula for perfectly defined eyes. The beautiful case guards a mascara that combines the power of color with extreme intensity. The lush texture is said to make it easy to achieve an intense, dramatic lash look without any risk of smearing, smudging, or clumping. Like a magic wand, the groundbreaking Noir G goes one step further than a normal mascara with a refillable applicator, making it convenient to refresh the case with a new one as soon as you need it.
“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 is unique. Three carbon black pigments offer an unprecedented level of intense black. The optimal size of these pigments allows for better dispersion within the formula, while a magnifying effect amplifies the intensity and depth of the black and glossy finish. Guerlain says these pigments are the purest black pigments that can be found in mascara today.
The formula plumps and thickens every lash, and the stretch quality (stretch must be the latest advance in mascara) allows the mascara to lengthen even the smallest lashes. A blend of waxes coats the lashes to extend and add volume. The waxes 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. This keeps the mascara from flaking or smudging. The formula also promises lash regeneration, using artemia salina, a cell revitalizer that stimulates the production of keratin for lash strengthening and growth.
To use Noir G, just pull on the case, and with one click, the hidden mirror is revealed. Add a quick twist, and the brush appears for exceptional application. The fiber brush is soft and supple for perfect, fast, and even application on the lashes. Narrow (yea!) and extremely easy to handle, it catches and wraps every lash above and below to reproduce the "unprecedented effect of a blow-dry."
The mascara is said to be 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. Will you be watching for it?
Photo courtesy of Guerlain