YSL’s new curling mascara debuts

Introducing YSL’s Mascara Volume Effet Faux Cils The Curler 

YSL is aiming to replicate the effects of an eyelash curler in a high-tech mascara named Mascara Volume Effet Faux Cils The Curler. It matches breakthrough brush technology with an exclusive curl-enhancing formulation.

The brush boasts two distinct sides. The black-bristled, rounded fibre side of the brush coats lashes with the formula to give impressive volume. The pink comb on the other side adds lift and a distinct curl. The mascara adds volume as it dries. Yet, coconut oil, walnut leaves and bamboo oil ensure that lashes soft and supple, holding the curl. It’s available in “Rebellious Black”, “Fearless Brown” and “Mischievous Violet”.

The ad campaign features model Edie Campbell who was shot by famed fashion photographer Craig McDean. The photo is kept black and white to emphasize the dramatic lashes.

Model Edie Campbell stars in the ad campaign.

YSL Beaute is available in Canada at select Hudson’s Bay stores and thebay.com