Grandiôse, new revolutionary mascara from Lancôme

September 11, 2014

Last month, Lancôme officially launched its newest revolutionary mascara Grandiôse. The name speaks for itself – this product is grandiose in all its facets: function, design and presentation.


Considering the eye’s form and the difficulty of applying mascara on a daily basis, Lancôme reinvents architecture of the mascara stem and its brush. The company created the “Swan-Neck™” wand, a patent-pending cutting-edge design. Short and twisted, curved at 25 degrees to its axis, it has a convenient shape to adapt to all of the eye’s curves.

The Grandiôse brush is precisely positioned along the eye contour to follow the eye’s natural structure and access all lashes, from corner to corner and root to tip. It is small in diameter and was designed to extend and lift even the shortest lashes. Mascara application is precise with no smudging on the lid.

The stem also intuitively adapts to the contours of the face, avoiding the cheekbones, nose and eyebrow arch.


The new curved brush allows greater accuracy when applying mascara.

Balancing between colour, hold and lash-care, Lancôme promises to combine high-performance and glamour within a single ultra-black shade. The company incorporated its exclusive native rose-cell extract in order to make lashes suppler, softer and more resistant, for a denser and thicker lash fringe. In addition, this mascara holds for a full 24 hours without smudging or running.


Gently curved, the Grandiôse bottle is not in a traditional deep black colour, but subtly transforms into a smoky graduated effect. It features an emblematic Lancôme rose, which is curved as if it doubles the form of the stem itself. The wand’s dual curve allows it to automatically mix the formula every time you open the bottle. The brush touches the bottle’s inner wall from top to bottom in a rotational movement. There is, therefore, no “chimney stack effect” or sensation of dryness on the brush: the formula stays fresh for easy application.


The spokesperson for Grandiôse mascara is Penélope Cruz. The campaign was photographed by the prominent Turkish-English duo, Mert Alas and Marcus Piggott, who are known for their works for the world’s most prestigious fashion publications, as well as A-list celebrities, including Madonna.

Grandiôse mascara is available at all Lancôme counters and

Select Grandiôse sketches

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By Darina Granik
Photography by / courtesy of Lancôme

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