Beauty standards are changing, with Gucci creative director Alessandro Michele leading the charge. His tactics may be unconventional but that’s how every revolution begins. Gucci’s debut collection of 58 lipsticks made history with its launch in May last year, selling more than one million units globally in its first month on the market. The arrival of Gucci Mascara L’Obscur is set to be the same.
Michele’s vision for eyes arrives as a buildable mascara. “I designed Mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way,” he muses. Ultra-rich and creamy, the texture coats lashes in a pure and intense shade of black. Since the perfect amount of product is transferred onto the lash, even with a single sweep, it is nearly impossible to smudge or flake once dry. The formula was developed to offer a customizable performance and can be used to create looks that range from classic to punk. A flexible elastomer brush with a thin tip delivers the product, having been designed to reach even the shortest of lashes. Work from the inner to the outer corners of the eye for a fan-like effect. Developed to offer a customizable performance, the formulation can be used to create looks that range for classic to punk.
Bringing Michele’s vision to life is Gucci global makeup artist Thomas de Kluyver. He suggests applying mascara L’Obscur with the wand positioned horizontally for a sweeping effect, with lashes separated at the root if you are after a classic look. For a bolder statement, position the wand vertically where the focus is on volume and high definition. “We called it L’Obscur because this word balances charm and mystery,” explains Michele. The tube design is in the designer’s quintessentially vintage style, the pastel pink featuring a gold wand with vertical grooves. It also feels luxurious in your hand, reminiscent of cosmetics of the past.
The campaign returns to the #GucciBeautyNetwork, a place that champions diversity and where age, identity, and looking perfect are obsolete. Punk singer Dani Miller is seen with her distinctive smile, alongside model Mae Lapres. “When we asked the talents to do the campaign, we looked for somewhat eccentric personalities who really wear their makeup in this way,” says Michele. Shot like a commercial from the 80s, Gucci once again manages to capture the feeling of authenticity, celebrating the diversity within the world of beauty and L’Obscur mascara.