Overview
- Consani fronts the campaign in her first starring role for the brand following years of creative work with YSL global makeup artist Sam Visser.
- YSL positions Lash Latex as an expansion of its eye category focused on stretch, lift and precision, reflecting the brand’s next step after Lash Clash.
- The mascara uses a water-based bonding technology with a clump-free applicator designed to sculpt each lash for up to 24 hours.
- Packaging features a silver tube embossed with YSL and a more stringent brush than the oversize Lash Clash applicator.
- Retail rollout begins on Sephora.com, with YSL emphasizing a latex-like finish achieved without plastic.