Monday, September 24th, 2007

MAC COSMETICS LAUNCHES NEW LASHES
CREATED BY CELEBRITY MAKE-UP ARTIST AND LASH DESIGNER CHRISTINA SMITH

Lashes have reached a whole new level No longer are lashes just for special nights out or glamorous events, they have become an everyday staple being worn by women of all ages.

This fall, MAC takes Lashes to the extreme  whether it’s a natural effect or a more dramatic look you want, it’s easily achieved with the re-launch of MAC Lashes. Acclaimed celebrity lash designer Christina Smith who has designed custom lashes for Hollywood leading ladies including Liza Minnelli, Kate Hudson, Hayden Panettiere and Gisele Bundchen, created 11 exclusive Lash styles with original, new features and streamlined packaging.

NEW LASH FEATURES AND BENEFITS:

  • Color – MAC Lashes have a unique blend of black and brown natural hairs, so they blend more naturally with your own lashes. Great for even the fairest of lashes.
  • Clear Band – MAC Lashes feature a ground-breaking thin, clear band for easy application and flexibility. Lashes can move, bend and blend.
  • Shorter Width – Say goodbye to trimming false lashes to fit. MAC’s newly designed Lashes have a shorter width, so they fit comfortably to the length of your natural lash line.
  • Intentional Imperfection – No two lashes are the same or perfectly symmetrical. MAC created intentional imperfections in each lash design to create a more natural effect.

NEW LASH PACKAGING:
The new MAC Lashes are packaged in a unique white tray that holds the lashes around a circular post. The post is used for ease of identification, with the left lash on the left side, and the right lash on the right. The white inner tray slides into a clear outer case and locks into place for secure portability. In addition to beautifully displaying the lashes, the new case also allows for easy storage and reuse.

LASH CARE:
MAC Lashes will last through approximately 3-6 wears, with proper care. When removing Lashes from packaging or the lash line, gently lift one end and peel off slowly and carefully to keep Lashes intact. Store lashes in a cool, dry area as humidity or warm temperatures (often found in the bathroom) may compromise the curl of the lash.

Christina Smith
Questions & Answers
M.A.C Lashes

Q: Why do you feel lashes are an important part of a women’s regime?
A:
Lashes create fullness, evoke sexiness, and can be used in many capacities. They open the eyes, and frame the eyes, they can create an emotion or mood depending on the style worn and most importantly they can positively affect someone’s confidence.

Keep reading to see the rest of the interview with Miss Christina Smith, plus learn more about the new lashes available!



Q: Why did you collaborate with MAC to develop a new Lash Collection?
A
: First and foremost, lashes are fabulous! Everyone should have access to buy, wear and enjoy lashes. You can change the entire look of someone by simply adding a great pair of lashes. Part of the success of my business is largely due to the fact that I make the only handmade, made-to-order lashes in the industry, which explains why a large portion of my clients are celebrities. As you can imagine making custom lashes takes time and energy, which can result in them being a little pricey. It was important for me to work with a cosmetics brand that cares about their professional clientele as well as their customers, and by working with M.A.C, we were able to take all the design elements that I use in the creation of my custom lashes, and make an entire collection that is affordable; unique and wearable for everyone.

Q: What are the special features and benefits that make these lashes different from other lashes on the market?
A
: False lashes look best when they blend with your existing lashes and lash line. When developing the collection, we implemented the following characteristics throughout all the lash designs:
Intentional Imperfection: lashes are not perfectly symmetrical. We created intentional imperfections in each lash design to create a more natural effect.
Shorter Width: to provide a more custom fit to the inner corner of the eye the lashes have a shorter width, so they fit comfortably to the length of your natural lash line.
Clear Band: the lashes include a clear, flexible and uber thin band for ease of application and blending with the natural lash line
Color: Black and brown hair is blended into each lash so they blend with your own lashes for the most natural effect.

Q: Please walk us through the steps for applying false lashes?

  • Step One: Hold a mirror below your chin, look down into the mirror, so that your eyelid is fully extended.
  • Step Two: Apply a thin amount of Eyelash Adhesive evenly to the lash band.
  • Step Three: Let the adhesive dry for about 30 seconds, until it becomes sticky, and not wet.
  • Step Four: Affix lash on top of your own lash line. Use an orange stick to push the lash securely onto your last line. Let dry for a few seconds.
  • Note: I recommend curling and applying mascara to your own lash before applying the false lashes.

Q: How do you care for M.A.C lashes?
A
: If cared for properly, MAC lashes will last approximately 3-6 wears. When removing lashes from packaging or the lash line, gently lift one end and peel off slowly and carefully to keep lashes intact. Store lashes in a cool, dry area as humidity or warm temperatures (often found in the bathroom) may compromise the curl of the lash. Be sure to peel off the old glue completely before you use them again.


Lash Styles, Pricing and Availability:
MAC Lashes retail for $11.00 USD and will be available on counter OCTOBER 2007.#30: Individual lashes. Three lengths available in one package for the ultimate customization.

#31: Natural style length with a wispy texture. Perfect for those who want fullness every day.

#32: Natural style length that includes a combination of lash bundles and individual hairs for a natural fullness.

#33: Natural style length. Separate lash bundles give a flirty fringe.

#34: Slightly more dramatic length. Wispy texture with winged corners.

#35: Slightly more dramatic in length. Separate lash bundles for fullness above the iris, which creates a wide-eyed look. (MAC Store Exclusive)

#36: A full lash favorite that creates a naturally dramatic look.

#37: Most dramatic length. Theses Lashes are the biggest, fullest and longest (MAC Store Exclusive)

#38: Natural style length with a wispy texture. This half lash adds subtle fullness to the outer corner of the eye (MAC Store Exclusive)

#39: For the lower lash line. Natural style length with a wispy texture. Perfect for those of us who want extra fullness for lower lashes (MAC Store Exclusive)

#40: For the lower lash line. Natural style length. Combines lash bundles and individual hairs. (MAC Store Exclusive)

M∙A∙C Lashes should be used with a safe lash adhesive. Try Duo Adhesive available on www.maccosmetics.com $8.00 USD.

You can view images of the new lashes that we posted earlier here.

P.S. – Get free standard shipping on all orders at www.maccosmetics.com with shipping code MATTE.

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