Mascara Masters, Max Factor, Bring Volume to Lashes

Say no to compromise

Dubai, United Arab Emirates, 2014: NEW Clump Defy Volumising mascara allows you to saturate your lashes and build stroke upon stroke of mascara to achieve 200% more volume* while still maintaining beautifully separated and defined lashes, with 0% clumps.

-This is thanks to the innovative brush technology. The new Anti Clumps brush is Max Factor’s first clump-free lash loading brush. Its evenly spaced, tightly formed bristles stop clumps before they form, and hug the lashes to define and separate; whilst the brush’s loading well ensures lashes are saturated with mascara to deliver a mega volume, high impact result.

“Max Factor’s new Clump Defy Volumising mascara is a revolutionary beauty must-have. The clump-free formula boasts extraordinary staying power, and makes lashes appear fuller, thicker and more voluminous! It is also smudge-resistant and keeps lashes perfectly-separated all the while adding dramatic length and definition. It is absolutely my new go-to product for a flawless eye make-up look," says Joelle Mardanian, Max Factor Regional Creative Director.

Currently, women have to compromise on a mega volume lash look, as they find as more strokes are applied, definition decreases and clumps increase. They often resort to tools to get rid of the clumps and separate the lashes. With new Clump Defy Volumising mascara, clumps are a thing of the past – lashes are perfectly defined and loaded with un-missable volume, because every lash counts!

“Women should never compromise on their lashes and now they don’t have to – this new mascara offers ultimate clump control so you can achieve a volumised yet defined lash look in a few easy strokes,” says Pat McGrath, Max Factor Global Creative Design Director.

How does the Anti Clumps brush deliver this mega volume lash look?

1. Loading area – the brush features a loading well to saturate lashes with loads of mascara.
2. Precisely aligned bristles – the space between the bristles is smaller than the average clump, which prevents clumps forming on the brush and transferring to the lashes, and enables multiple strokes and reapplications with zero clumps. They also define and separate the lashes.
3. Lash Hugging Design – the refined, curved area of the brush hugs the lash line to deliver custom-fitted volume to all lashes.

“This new mascara is mega! You can build and build and it never clumps. The Anti Clumps brush with its specially designed bristles makes it a must-have for this season’s mega volume lash look,” continues Pat.
 
The Anti Clumps brush works with the Clump Defy formula, which contains bulking ingredients like waxes and clays that create a thickness you can build onto. This buildable formula features a dual polymer system that creates a flexible film that is slow setting, designed for an optimum mascara “playtime” so the product can be built and built until mega volume is reached.  And because no clumps are formed, you can easily refresh your look later in the day for a special night out, as you’re guaranteed a clean, clump free surface.

Max Factor Clump Defy Volumising mascara is available from May 2013 in leading retail outlets across the GCC.

RRP:

UAE
Black                       77 AED
Black/Brown            77 AED

KSA
Black                       68 SR
Black/Brown             68 SR
Black (Waterproof)  68 SR