Gucci’s new buildable mascara just got here, and it’s already broken a bunch of rules — and fired up a lot of people in the process
Dani Miller’s lashes, coated in Mascara L’Obscur. Photo: Gucci Gucci’s new buildable mascara, Mascara L’Obscur, just got here and it’s already broken a bunch of rules. It created runny, Lauren Conrad tears at Milan Fashion Week, stained a bunch of expensive-looking pillows, and had the audacity to clump in its official ad campaign.
You may recall such “imperfections” from the toothy lipstick ad that launched 58 lipsticks, featuring the now famous mouth of Surfbort front-woman Dani Miller. Miller also lended her lashes and smize for Mascara L’Obscur’s campaign. De Kluyver says her “messcara,” as one commenter called it, wasn’t about shock value or dictating a trend meant to trickle down to the masses; it was all about identity and individuality.
De Kluyver hopes you emotionally connect with your makeup, too. “We’re trying to inspire everyone to use makeup as a form of self-expression; to be yourself, and not feel like you need to cover up with makeup because that’s something that society expects of you.” In short, Gucci Beauty products are meant to make makeup feel positive, fun, and playful — kind of like de Kluyver’s informative mascara tutorials, which come with instructions for a complimentary DIY activity.
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