Behind mascara is something much more than a make-up product. It’s the desire to seduce, to communicate, to transmit emotions through a look, a gaze. Now more than ever. Now that the rest of our faces are covered by masks, women are rediscovering the importance of eyes and the “wow” effect that they can have. A look that captures, seduces, and thrills.
MPlus answers this question with a “mini” collection of ultra-feminine mascaras. The new Mascara Collection is comprised of three formulas and three different applicators for a perfect mix of technological innovation and formulation research. The formulas, some of which are patented, are expressed to their maximum when paired with applicators that have been specifically studied to lift, curl, and add maximum volume, without leaving clumps or weighing down the lashes.
In this way, every woman can find the right product for her needs and feel free to express herself and her femininity just as Michela De Frenza, Marketing Manager for MPlus Cosmetics tell us in this interview.
Can you talk to us about the new mascara collection that you are launching?
The idea behind the collection is to highlight the eyes, the focal point of the face, and is made up of three mascaras and three corresponding brushes. A perfect combination of advanced formulas with innovative active ingredients, patented formulation processes, and brushes with particular designs. Eyelashes are the undisputed protagonists of our eyes and they have to be thick, long, extra glamorous and high impact. We could say that this is a collection caught between the past and the future.
It looks to the future with innovative, sustainable, and high-performing formulas, versatile applicators, and a futuristic design like what would be asked of a modern make-up product and of a trendsetting company like MPlus but at the same time, it’s a return to origins and an homage to our principal product: mascara.
What characteristics do the 3 mascaras have?
Naked Look combines a patented “super clean” formula with a brush that has been studied to give a natural look without skimping on thickness or definition. The formula wraps each lash, giving them volume, curl, and definition without weighing them down. For make-up that is long-lasting and an intense and super catchy look for eyes.
Endless volume with Terrific which unites a creamy formula made of various waxes with different characteristics with an extremely versatile applicator designed specifically to balance curl and fiber strength for a one-of-a-kind result. While the formula gives structure and body to lashes, like a beauty balm, the applicator creates XXL lashes.
The look of a professional eyelash lift in a waterproof mascara? It’s possible with Extravagant, the perfect combination of formula + brush for a long-lasting look with a big impact. The “lifting effect” formula contains waxes of various origins that are combined with an applicator that lifts and curls.
Is it true that for MPlus mascara is extra special seeing as it is the first product that made a name for the company on an international level? How have your product offerings evolved over the years?
Yes, it’s true, mascara has a special place in MPlus’s heart. Even after almost 20 years since it was founded, MPlus is attached to this product more than ever: not only does it still represent the company’s core business but it’s also a product in which MPlus boasts technical expertise and unique formulations. Not to forget innovation, a focal element for MPlus.
In recent years the raw materials, demands and attention of consumers have changed and evolved along with MPlus which has grown and structured itself to meet the requests of the market and to offer products that are always avant-garde. The whole thing is done through team work and the exchange of ideas. I could cite our R&D department as an example: the team, which is currently composed of over 10 people including technicians, formulators, and colorists, work constantly alongside the marketing team and the regulatory department to give life to iconic, futuristic, trendsetting products. This is because MPlus is a company that doesn’t simply follow the trends, it creates them.
You also manufacture brushes in addition to formulas. How important is the pairing of formula to brush to obtain the desired result?
Fundamental. There are brushes that can be considered universal, that perform well with a variety of formulas, but MPlus isn’t ever satisfied with “standard” products. It has always set itself apart for its research with regards to brush styles and innovative fibers that produce the maximum result. Our work, that of our innovation team, has always been to experiment and test until we find the perfection combination of applicator and formula.
And the feedback from customers confirms it. Many of our brushes (and the formulas they are paired with) are true best-sellers throughout the world.
In general, we prefer fiber applicators but in recent years we’ve opened up to more innovative forms to explore the world of elastomer applicators.