The Dawn of “Washable Lock Technology™”: The Best of Both Worlds
For years, mascara users have faced a dilemma: choose between mascaras that offer strong curl retention and waterproofing but are tough to remove, or those that are easy to wash off with warm water but compromise on hold. Majolica Majorca’s “Lash Expander NeoLash” aims to resolve this by integrating Shiseido’s “Washable Lock Technology™.” This innovative film-forming agent boasts two key functions: a “shape-holding protector” for powerful curl retention and waterproof benefits against sebum and water, and a “warm water sensor” that swells when exposed to warm water, breaking down the film for effortless removal. It’s a true game-changer, allowing for beautiful, long-lasting curls without the burden of difficult makeup removal.
Precision Application with the “Moon Slim Brush”
Beyond its breakthrough formula, the “Lash Expander NeoLash” features a uniquely designed “Moon Slim Brush.” This applicator, developed by Majolica Majorca, boasts an exquisite curve that perfectly fits the eye’s shape, ensuring every lash is coated from root to tip. Its fine tip allows for easy application to even the smallest lashes, preventing clumps and delivering delicately separated, elegant long lashes. The brush’s design also minimizes liquid transfer to the eyelids, making application a smooth and precise experience.
Uncompromising Performance: NEO Waterproof and Lash Care
The mascara’s formula is fiber-free, offering a light and comfortable feel. It is also Majolica Majorca’s first “NEO Waterproof” type, meaning it stands strong against not only sweat and tears but also sebum, preventing smudging throughout the day. Furthermore, it incorporates five beauty ingredients for lash care, including those for hair moisturizing, protection, repair, and shine, ensuring that your lashes are nourished while looking their best.
The “Lash Expander NeoLash” promises a 13-hour finish retention, maintaining its curl, length, and smudge-free appearance. This dedication to performance and care truly sets a new standard. As one beauty influencer might exclaim, “Finally, a mascara that understands my lash dreams – holding my curl strong all day, then saying ‘sayonara’ with just warm water!”
Product Lineup and Shades
The new mascara is available in two captivating shades:
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BK909 Dark Black (“Mujuryoku” – Zero Gravity): A deep black for an intense, weightless look.
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BR606 Dark Brown (“Shinkaron” – Evolution Theory): A sophisticated dark brown for a natural yet impactful finish.
Promotion and Future Impact
The brand will continue its collaboration with model Kotona Minami for its SNS-focused promotion. The advertising visuals are designed to capture the essence of the new product’s dual benefits: the “curl” and “easy removal,” embodying a “new dimension” in mascara experience.
The introduction of “Lash Expander NeoLash” with “Washable Lock Technology™” could significantly influence the future of kawaii beauty abroad. By eliminating the trade-off between lasting curl and easy removal, Majolica Majorca is not just launching a product; it’s setting a new standard for convenience and performance in eye makeup. This innovation aligns perfectly with the modern beauty consumer’s desire for high-performing yet gentle products, potentially inspiring a wave of similar advancements across the global beauty landscape and further cementing Japanese beauty’s reputation for ingenious solutions.
For more information and updates, visit Majolica Majorca’s official channels:
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Majolica Majorca Brand Site: https://www.shiseido.co.jp/mj/?rt_pr=tru06
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Majolica Majorca Official Instagram: https://www.instagram.com/majolicamajorca.official/
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Majolica Majorca Official X: https://x.com/majolica_tweets
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Majolica Majorca Official TikTok: https://www.tiktok.com/@majolicamajorca_official
