GINZA-INSPIRED LASHES
Inspired by Ginza’s iconic crossing, Shiseido’s latest formula — the latest addition to the Inks collection — balances energy and serenity, excess and restraint, chaos and order with masterful precision and exceptional control.
“Essentially, we translated the Japanese idea of wa, or harmony that is found between two opposing forces, into a mascara,” says James Boehmer, global director of artistry for Shiseido Makeup.
Called ControlledChaos MascaraInk, its memory flex bristles maintain the integrity of the brush so that it stays strong throughout the mascara’s entire lifespan. “This patented material allows the bristles to bounce back to a steady state after they pass through the wiper,” explains Gail Boyé, SVP of global product development for Shiseido Makeup.
Each of these scalloped-shaped bristles boasts five reservoirs that hold the optimal amount of product for full, fanned-out lashes and a faster build. The innovative brush design — which features two concave sides to boost volume and two flat sides for extra lash lift — plays a significant role in creating clean, graphic results.
Developed in four brightly colored, highimpact shades — Black Pulse, Sapphire Spark, Violet Vibe and Emerald Energy — this weightless formula contains an optimal combination of hard and soft waxes to achieve the perfect balance of structure, flexibility and glide. Film formers and polymers set and seal this highly pigmented, smudge-, clump-, flake-resistant and ophthalmologist-tested formula to lashes for 24 hours.
“We explored the juxtaposition that exists between the vibrant energy of Tokyo and the order that the Japanese people are able to maintain amidst the chaos,” says Boehmer. The concept of duality is reflected throughout every aspect of this groundbreaking mascara, from the exclusive brush design to the featherweight formula.
The rush of people, sound and light at Ginza Crossing after dark served as the jumping-off point for both the bold, full-coverage colors in the range and the shade names that reflect the energy of this unique locale. “Worn alone or layered over black, these rich, saturated colors really pop at night,” says Boehmer.
Boehmer shares a J-beauty tip: After curling lashes, position the flat side of the brush at the base of lashes and zigzag it back and forth for dramatic definition. Use the curved, hourglass side of the brush to coat lashes from root to tip.
Use ControlledChaos MascaraInk as an “accessory” to your everyday makeup routine. Create a single-statement eye by wrapping lashes with a coat of unexpected color on top and bottom. For a subtler look, layer the Sapphire Spark, Violet Vibe, or Emerald Energy over Black Pulse to add “interest and dimension.” For a brightening effect, apply Sapphire Spark to instantly illuminate eyes.