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Avon launches True Ultra Volume Mascara with unique SmartFiber Complex

Apr 17, 2018

Meet True Ultra Volume Mascara, Avon's new innovation with SmartFiber Complex that creates instantly fuller and natural looking lashes. It combines a high-volume fibre formula, a deep black colour, and a unique almond-shaped brush designed to magnify, multiply and maximize every single lash for instant volume from root to tip.

Avon’s new mascara delivers instant sumptuous layers of volume from every angle thanks to the unique SmartFiber Complex, a technology that features a blend of fibers of various shapes and sizes, expertly selected and combined to fully coat each lash.  This creamy, innovative formula increases lash density by 100%, and instantly fills in gaps, enhancing lashes from root to tip.

The almond-shaped brush follows the natural curve of the eye, reaching even the smallest lashes and lifting them instantly for impactful volume without clumping, smudging or flaking. The product is also waterproof, hypoallergenic and suitable for sensitive eyes.

“Volume is the number one desire globally when consumers look for a mascara. We are very proud to launch a product that delivers three different lash transforming benefits all at once, which guarantees impactful volume instantly. Avon True’s formula features our highest level of volume builders ever, for sumptuous full lashes,” says Glen Anderson, Executive Director and Global Colour Category Product Development Lead at the Avon Innovation Centre. 

Watch the TV advert.

 
Avon Timeline

Avon Timeline
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For in-depth corporate archives, please visit Avon's online digital archive collection at the Hagley Museum. Click here to launch the site.

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