'The ultra volumising formula makes it easy to apply several coats to build volume, and with thre new variants, different LASH efects are achievable'

Like the Little Black Dress, Some Beauty Icons Never Go Out of Style A celebration of 20 years of iconic lashes with Max Factor’s newly redressed 2000 Calorie mascara

Dubai, UA E, 2012: Max Factor’s 2000 Calorie Mascara celebrates 20 years of creating iconic lashes with sleek new packaging – its own stylish little black dress – and three unique volumising variants, as it continues to deliver 300% more volume* and maxed out lashes. The new Max Factor  2000 Calorie variants will deliver volume to lashes in three unique ways: Dramatic Volume for high drama lashes, Waterproof Volume for water-resistant lash play and Curved Brush Volume & Curl for some flirt and flutter.

In the span of 20 years, 2000 Calorie has built up a reputation for itself as the best of the best and the choice of make-up artists, thanks to its unique lash building formula and custom wired brush.

Pat McGrath, Global Creative Design Director for Max Factor, says “2000 Calorie has been in my makeup kit for years. For me, 2000 Calorie is a mascara that delivers – I know I can rely on it to achieve dramatic eye looks backstage and on shoots. The ultra-volumising formula makes it easy to apply several coats to build volume, and with three new variants, different lash effectsare now achievable.”

Joelle Mardinian, Max Factor Regional Creative Director, says “2000 Calorie has always been one of my favourite Max Factor products. As a make-up artist, it remains one of the products I use the most as an irreplaceable base for any look. This is one mascara that really lives up to its name – volume, volume and more volume – and I always have one with me!”

So how does 2000 Calorie bulk up even the thinnest of lashes instantly? The special formula contains patented liquid crystals to build length and thickness, wax-in-water emulsions which don’t dry out quickly and allow for several applications, and specially selected hard waxes with a high melting point to ensure the voluminous look lasts.

To ensure maximum volume and clump-free lashes, 2000 Calorie uses a wire brush, unique to the mascara, with widely spaced bristles to lock in plenty of pigment. It also has a large wiper system to remove excess mascara and clumps, ensuring the right amount of product is absorbed to deliver three times the volume, from root to tip.

Max Factor 2000 Calorie mascara is available at RRP 36 AED in the UA E and 38 SAR in Saudi Arabia.**

Max Factor 2000 Calorie is now available at all leading retailers in the following shades:

Max Factor 2000 Calorie Curved Brush Volume and Curl

• Black
• Black / Brown

Max Factor 2000 Calorie Dramatic Volume

• Black
• Black / Brown
• Navy

Max Factor 2000 Calorie Waterproof Volume

• Rich Black
• Black / Brown
*versus bare lashes

**Pricing is at the sole discretion of the retailer