L'Oreal Paris Encourages Women Everywhere to Stop "Faking It"

New Voluminous False Fiber Lashes Mascara Launches a National Digital Campaign Dedicated to Saying "No to Faux"

Oct 25, 2011, 09:00 ET from L'Oreal Paris

NEW YORK, Oct. 25, 2011 /PRNewswire/ -- No woman should ever have to "fake it." Whether it's flashing a faux smile through a horrible date or flaunting fake lashes that are tricky, frustrating and time-consuming to achieve, L'Oreal Paris is encouraging thousands of women everywhere to join them in pledging to never fake it again. Because after all, any woman that's experienced the real thing is sure to pass on faux forever.

(Photo: http://photos.prnewswire.com/prnh/20111025/NY91495 )

What Will You Never Fake Again?

In celebration of its recently launched Voluminous False Fiber Lashes Mascara, a breakthrough product that delivers structured volume and length with one stroke, L'Oreal Paris is kicking off a nationwide digital campaign that challenges women to stop faking it and to start getting real. Consumers can visit L'Oreal Paris' Facebook page (http://www.facebook.com/lorealparis) to take the pledge and enter daily* for the chance to win** a free full-size Voluminous False Fiber Lashes Mascara. While at the brand's Facebook page, beauty aficionados can also learn about the product's fiber technology, watch a featured tutorial video with L'Oreal Paris Consulting Markup Artist Collier Strong and read the latest consumer reviews from real women that are no longer faking it.

On a mission to reinvent the false lash look, L'Oreal Paris harnessed the power of a dual-fiber formula to take lashes from ordinary to outrageous with just a few sweeps. Strong says, "I am a self-proclaimed 'Lashaholic' and therefore demand a lot from mascara. With the right one you can get an entire eye look. Women – including many of my clients – love this product because it gives the look of false lashes applied by a professional with the swipe of a wand." He continues, "The secret to dramatic eyes is not only the formula but also the brush – it keeps the lashes structured, sculpted and free of messy clumps."


From the creators of the cult-favorite Voluminous Mascara comes a breakthrough in fiber mascara technology. Voluminous False Fiber Lashes Mascara reinvents the false eyelash look, making it possible to achieve the clean impact of professionally-applied false lashes. A combination of super-fine nylon and rayon fibers perfectly adhere to natural lashes, enveloping them from root to tip thanks to an exclusive polymer in the formula. Meanwhile, an architectural precision brush with a 40-degree angle and reverse twist bristles ensure optimal application, making lashes appear fuller, longer, curled and sculpted. No clumps or messy results – just flawless lashes from every angle. The innovative formula is available in five shades including Black, Blackest Black, Black Brown, Waterproof Black and Waterproof Blackest Black.


L'Oreal Paris Voluminous False Fiber Lashes is available now at mass-market retailers and drugstores nationwide for a suggested retail price of $8.95.

About L'Oreal Paris:

The L'Oreal Paris division of L'Oreal USA, Inc. is a total beauty care company that combines the latest technology with the highest in quality for the ultimate in luxury beauty at mass. The L'Oreal Paris brand encompasses the four major beauty categories – hair color, hair care, skincare and cosmetics – and includes such well-known brands as Preference, Excellence, Feria and Healthy Look hair color; Elnett Satin Hairspray, EverPure, EverStrong, EverSleek, VIVE Pro, Studio Line and L'Oreal Kids hair care; Youth Code, Revitalift, Age Perfect, Sublime Bronze and Men's Expert skincare; and the Colour Riche, True Match, Infallible, True Match Naturale and Studio Secrets Professional cosmetics collections, along with a portfolio of mascara including Voluminous, Double Extend and Telescopic among many others. For more information on L'Oreal Paris and its brands, and to get comprehensive, personalized beauty information from the experts, visit www.lorealparis.com for access to unique content and dynamic interactive features, including the exclusive "Can I Help You" diagnostic tool.

* While supplies are available; Limit of one (1) prize per person for the entire Promotion Period

**Terms and Conditions:
No purchase necessary to enter or win. A purchase will not increase your chances of winning. For full official rules, visit: http://www.lorealparisusa.com/_us/_en/external/pages/voluminous/voluminous_rules.html  

SOURCE L'Oreal Paris