Thursday, October 21, 2010

Sneak Peek: Giorgio Armani Beauty Eyes to Kill Excess

Giorgio Armani has upped the volume with Eyes to Kill Excess ($30), the ultimate weapon in eye seduction. In the darkest black, the exceptionally volumizing mascara enhances the lashes instantly, accentuating the eyes with more depth and intensity.

Eyes to Kill Excess full-volume mascara thickens and separates the lashes with a striking, long-lasting, wet black finish. It creates clearly defined, denser lash "fringe" instantly to achieve daring eyes.

Armani Beauty says the secret to the Eyes to Kill Excess mascara wand lies in the combination of a unique formula and an oversized patented lash brush. This unique high-precision, supple bristle-weave design coats and texturizes each lash with fewer strokes. I'm going to have to see that in person. As a rule, I don't like large mascara wands.

The fusion of a trademarked Wax Complex with new texturizing agents creates a fluid and creamy texture that glides onto the lashes and allows for an easy, even application. Wax Complex contains a blend of hard and soft waxes to optimize the lashes with a full-volume impact - from the root to the tip, coating and grooming each lash, leaving the lashes thickened yet flexible.

The refined ultra-black pigments in Excess render an appealing deep-black lacquered effect for drop-dead eye seduction (similar to the finish of Maybelline's Lash Stiletto?). To accentuate the Eyes to Kill Excess, the container is shiny black lacquer, engraved with the signature Armani logo.

From Linda Cantello of Armani: "Born of eyes to kill, this mascara ups the ante, taking volume and intensity to a new level, leaving lashes fuller and darker than ever before, yet no clumps or blobs!"

Megan Fox is the new face of Giorgio Armani Beauty. I've studied the promotion photos, and I'd place a bet that her lashes have been enhanced, not only with Eyes to Kill Excess, but also with faux lashes. Pop over to Giorgio Armani Beauty for a closer look.

If you shop at the Armani Beauty Web site now through October 24 and use code MEGAN at checkout, your standard shipping will be free. I am going to wait for the mascara's arrival at Saks to decide whether I need it.

Photos courtesy of Giorgio Armani Beauty


Eileen said...

Hmmmm . . . I can't imagine anyone wanting to go thicker than what EtK already achieves, but then I'm not eyelash challenged. Remember those terrible, spidery lashes sported by the likes of Tammy Faye Baker? Those big brushes and thick formulas? Specks of mascara on the lids and cheeks thanks to unwieldy, super-sized brushes? Do we really want to return to that? There's a huge difference between the look of more lashes and lashes that have just been plumped up with a lot of goo. This is Armani, though, so hopefully this new mascara doesn't stray into Tammy Faye territory.

I must admit that I have reached the point of disgust with all the misleading mascara advertisements that promise the consumer longer, lusher, and more abundant lashes, but then show the models photoshopped and wearing false lashes. The companies seem to think that so long as there is fine print mentioning the lash enhancement, everything is copacetic. But, that is just so wrong! It is still false advertising in so much as the consumer is never shown how the mascara looks on its own --which is how most women will wear it. Grrrrrr . . . !

Charlestongirl said...

I couldn't agree more, Eileen. I think mascara advertisements should disclose whether we are looking at "enhanced" lashes - enhanced with something other than the mascara.

Like you, I doubt Armani would stray into Tammy Faye country, but I can't imagine improving regular Eyes to Kill. I'll withhold judgment until it arrives at Saks and I can play with it.

milktea said...

I'm just gonna go with the falsies...

And frankly, the same with lash serums and such - out the window they go.

Charlestongirl said...

Hi Milktea!

I like some of the new lash serums - the ones you apply to the base of your lashes at night. I think they make a difference.

As for lash primers and other magic? I'm not a fan either.