People Don't Know How To Feel About Gucci's New Mascara Ad

There's no doubt the brand's campaign for their latest product has people talking.

But many can't decide whether they like the ad -- which features clumpy eyelashes, bushy brows and wrinkles around the eyes and mouth of its model -- which might be precisely why we need it.

Gucci isn't new to challenging traditional beauty standards. They previously launched a lipstick campaign that featured a model with gaps in her smile and yellowing teeth, an image we don't often see used in marketing, let alone on our social media feeds.

Now their latest campaign, this time featured mascara, is drawing just as much attention. The brand calls their new product 'extra' with the ad copy reading: “It builds and builds for eyes that are EVERYTHING."

“I designed Mascara L’Obscur for an authentic person who uses makeup to tell their story of freedom, in their way," Gucci creative designer Alessandro Michele said in a press statement.

"When we asked the talents to do the campaign, we looked for somewhat eccentric personalities who really wear their makeup in this way. We called it L’Obscur because this word balances charm and mystery.”

Yet a number of people on social media thought the campaign did the opposite of what it's supposed to, which is make us want to purchase the mascara.

“Not sure about anyone else but the clumpy look does not make want to try this,” one commented.

“She needs a nice set of lash extensions,” added another.

"Are you trying to be funny?" asked another, implying the campaign was a joke.

Others suggested the mascara tube itself didn't look all that appealing, resembling the top and bottom of a 'cigarette'.

"Packaging looks like cigarette," wrote one.

"Definitely looks like a cigarette," agreed another.



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However many were impressed with the way the ad challenged beauty standards and got people talking.

"Your marketing team is ridiculously good," wrote one.

"Love the detailed capture," added another.

"I need this," wrote a third.

Given the image doesn't contain significant amounts of airbrushing and near perfect skin like we're used to seeing, it's probably an image we could do with more of. So well played Gucci.

Featured image: Gucci

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