Gucci Celebrates First Mascara Launch With Pop-up Shop Event

(Photo: lofficielmalaysia.com)

Bella Breakdown

Gucci expands the beauty product line with its first-ever mascara and celebrates with a West Hollywood interactive pop-up shop. Gucci’s beauty line is popular for its lipstick that was made infamous with their crooked teeth ad campaign but the new mascara is generating a lot of interest.

Looking at the #GucciBeautyNetwork Studios experiential pop-up created in partnership with @Sephora and located on Melrose Avenue, Los Angeles. The pop-up is open on March 6th (12pm-8pm) and March 7th (11am-7pm). #AlessandroMichele pic.twitter.com/3CZ8gtJjqY

— gucci (@gucci) March 7, 2020

The new product, Mascara L’Obscur, is said to be a buildable formula for a subtle or bold look in luxury with a thin brush for precision application and catching every lash.

The pop-up shop featured Gucci Beauty models dancing while guests got to test the new mascara along with other Gucci Beauty products at their makeup set. Guests got to chill at the Gucci Guilty diner while sipping champagne with no shortage of selfie stations including the Gucci Bloom dressing room and a photo booth in the Gucci Mémoire d’une Odeur library.

The second video from the #GucciBeauty Two-In-One Tutorial series with Gucci Mascara L’Obscur features Gucci Global Makeup Artist, #ThomasdeKluyver teaching how to achieve the ‘classic look’ with the new mascara and how to build a wooden cabinet. #GucciEyes #AlessandroMichele pic.twitter.com/dtgXWmcekS

— gucci (@gucci) March 8, 2020

Mascara L’Obscur doesn’t compromise the luxury of the formula and the packaging including the thin-tipped flexible elastomer brush that flexes and bends as you move it. The jet black formula and fine brush make for an easy application with quick payoff without flaking or smudging over time.

The new mascara is currently available on the Gucci website for $35 and will hit stores starting April 3.