Due out starting later this month, the new product is prized for producing a false-lash effect.
Its formula — which has two patents — was inspired by graphene, a carbon crystal with a honeycomb structure, explained Stephan Bezy, international general manager of Yves Saint Laurent Beauté at L’Oréal, adding: “The way it’s disbursed is ultrathin, ultraresistant and ultrabendable, as well.”
Bezy said for the formulation the L’Oréal laboratories combined a new generation of exclusive polymers, a texturizing agent and soft waxes, allowing for lengthening and curling effects.
“It mimics this graphene structure, so the way the molecules are layered and combined with each other creates a super-extra-thin film,” he continued. “What’s interesting is that the polymers are transparent, so they allow a perfect dispersion of the pigment. It creates a very even, homogenous color film.”
The mascara “is very buildable, but in a very clean way,” said Bezy.
Baby Doll’s elastomer brush also boasts two patents. The wand alternates thick and wide-spaced bristles with finer, more closely spaced bristles to deposit color and define lashes.
Cara Delevingne (wearing Saint Laurent by Hedi Slimane) appears in the single- and double-page advertising for Baby Doll photographed by Terry Richardson.
At launch, the mascara will come in black, blue, brown and violet.
“We decided we wanted to create a Baby Doll attitude,” said Bezy. So the whole look involves a YSL Vernis à Lèvres and La Laque Couture in pink, plus six eyeliners, including two limited-edition versions, in pink and in gold.
While YSL executives would not discuss numbers, industry sources estimate the Baby Doll mascara will generate 15 million euros to 20 million euros, or $19.5 million to $26 million at current exchange, in first-year wholesale revenues worldwide.
The new mascara will be introduced in the U.S. on March 17 through yslbeautyus.com. On April 15, the entire line is to be available on that site and in Sephora in the U.S. On May 15, the collection will be available in other retailers countrywide.
The international rollout includes: France on April 29, the U.K. on May 22 and Germany on June 1 — when there will also be a general launch in Spain after an exclusive in Sephora there starting on May 27. Russia is due to get the line on June 1 and Italy in early June.
In the U.S., Baby Doll will be priced at $30, and in Europe it is to be 33 euros, or $42.90.
The Baby Doll name was first used by YSL for a fragrance in 1999.
The Mascara Volume Effet Faux Cils was introduced one year later. Among prestige mascaras, it ranks first in France, second in the U.K. and third in Italy, according to YSL executives. The line has subsequently been developed to include products such as Mascara Volume Effet Faux Cils Shocking.
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast