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This article was originally published in The Rose Sheet

Executive Summary

Pure Volume Mascara provides lashes with "brilliant colour" will adding " intensity, depth, fullness and curl," the company said. The mascara is formulated with mica magnetite an ingredient used to "intensify lashes" with " reflective colour for amplified luminosity" and "volume," the firm said. Also included in the formula are natural acacia gum for "long-lasting wear" and "supple lashes" and wheatgerm extract & dermacides which "form a protective lash-hugging microfilm to strengthen, hydrate and nourish lashes." On counter in February, the mascara comes in four shades Pure Black, Pure Brown, Pure Violet and Pure Blue for $17 each. The product will be supported with 250,000 mini-mascara samples in Pure Black as well as billing inserts. On-counter displays will also highlight Pure Volume. According to Clarins Pure Volume is the company's first marketing effort behind mascara

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