Gucci Beauty debuts Mascara L’Obscur

Gucci Beauty has launched its first mascara this month, a “buildable” new mascara called L’Obscur which the company says was created with an “ultimate formulation for customized performances.”

Inspired by creative director Alessandro Michele’s ideals of beauty, Thomas de Kluyver, Gucci Global Makeup Artist, applies the mascara by handling brushes in different positions – vertically or horizontally – depending on the desired finish. For this reason, the Mascara L’Obscur has a uniquely shaped brush and formula to grip lashes and create distinct results.

Presented in a pastel pink tube and gold metal hued wand with vertical grooves, Gucci Mascara L’Obscur features an ultra-rich creamy texture, available in one intense black shade at launch; a highly comfortable film, which quickly transfers the perfect amount onto lashes, and is near impossible to smudge, flake, feather or migrate once dry; thin brush tip, perfectly designed to catch the smallest lashes at the top and bottom corners of the eyes, which also fans, lengthens and separates each lash with panoramic precision; and a long-wearing finish of up to twelve hours.


The Campaign

The Mascara L’Obscur campaign is directed by Sean Vegezzi and photographed by Martin Parr with art direction by Christopher Simmonds, the narrative merges references from vintage Hollywood to surrealism and an 80s aesthetic of irony, humor, and playfulness. With two different looks modeled by Mae Lapres and Dani Miller, the versatile nature of L’Obscur showcases the diversity of the and its wearer.