Estee Lauder Launches Sumptuous Extreme Mascara: Mega Volume, Zero Clumping

by Mehak Shahani on July 29, 2011

in Estee Lauder, New Launches

Estee Lauder seems to have been snooping around my blog .We were just talking about extra volume mascara’s  in this week’s beauty banter and look …. Estee Lauder has a spanking new one  which sounds totally super !


Press Note:

Introducing the next generation of the Estée Lauder Sumptuous mascara franchise Sumptuous Extreme is for the lash extremist!   Lashes are magnified and multiplied with one swipe, making eyes look outrageously big and amazingly bold.  Make a high-impact statement with your lashes, and everyone will wonder ‘are those lashes real?’

What makes Sumptuous Extreme extremely volumizing?  It’s the synergy of the lightweightExtreme Bold Volume™ formula, a special blend of three customized lash building fibers, and the exclusive Extreme BrushComber™
Over-the-Top Brush for Over-the-Top Lashes
Making a bold statement calls for an attention grabbing brush!  Estée Lauder has developed the exclusive Extreme BrushComber™ – a big brush in a new shape that gives you all the thickening of a brush with the definition of a comb.  The brush holds more mascara, which means it will magnify and multiply lashes by delivering additional product and performance.  The triangle cut is easy to use and reaches every corner of your lashes despite its big size. 
Extreme Bold Volume™ Formula
This mousse-like formula contains a calculated blend of light-weight gels, polymers, waxes and pigments that create lightweight volume without clumping.  A new blend of hybrid powders made of different sizes, spherical Silica and plates of Mica, maximizes volume to the extreme. 
The Tri-blend Multiplying Fibers – exclusive to Estée Lauder – act like lash extensions – filling in even the sparsest of lashes – to instantly magnify and multiply the look of lashes.  Three fibers create unprecedented volume to each individual lash:
-       NEW Hollow Tube Fiber (Continuous Curl and Length) – This new flexible fiber is hollow in the middle so it won’t weigh lashes down, providing the largest volume at the lightest weight.
-       NEW Solid Rod Fiber (Volume and Length) – Lightweight short, dense fibers that fill in between lashes and work as additional lashes.  The brush stretches the fibers to create added length and volume to each individual lash.
-       Micro-Locking Fiber (Thickening and Length) –  Fibers are configured in the unconventional shape of the letter ‘Y’ that interlocks and stacks on top of each other like building blocks to create maximized length and volume. Fibers are specially treated and coated with carbon black to deliver extreme color impact.
A special blend of matte micas enriched with super black pigments, combined with illuminatrix pearls, work to capture light and enhance pigment intensity to give lashes rich shine and high drama.  Lashes illuminate with extreme sophistication – never dull or dry! 
Beautiful lashes begin with healthy lashes.  The Lash-Advancing Vitamin Complex is enriched with Panthenol (Vitamin B5) to condition lashes, and the powerful naturally derived antioxidant Rosemary helps to protect lashes against damages from environmental assault.  Lashes are supple and flexible– never brittle.  

Sumptuous Extreme Mascara is fragrance free, ophthalmologist tested, and appropriate for sensitive eyes and contact lens wearers.  Easily remove the mascara with makeup remover, such as Estée Lauder’s Take It Away Total Makeup Remover.
Sumptuous Extreme Mascara will deliver daring and dramatic lashes and is available beginning of April 2011 at all Estée Lauder stores.  

Suggested retail price: INR 1980

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