PRESS KIT AQUA XL EN

“I LOVE THE CREATIVE ENERGY OF MAKE UP FOR EVER.

THEY CREATE PRODUCTS THAT ALLOW ME TO EXPERIMENT AND BE FREE. WHEN I WEAR MAKEUP I CAN FEEL SEXY, DEMURE, CLASSIC, FUTURISTIC... SO MANY DIFFERENT THINGS. MAKE UP FOR EVER UNDERSTANDS THAT IT’S ABOUT MORE THAN JUST LOOKING GOOD.

MAKE UP FOR EVER IS VIBRANT, ENERGETIC AND DIVERSE.

I CAN PLAY WITH THE PRODUCTS TO SUIT MY MOOD. THAT’S WHAT I LOVE THE MOST.”

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LIVE

PERFORMANCE Every performer knows that makeup is a major challenge for each show. Whether it be for concerts, photo shoots or fashion shows, those in the spotlight wear makeup in extreme conditions of heat, light and performance. All the while, makeup must remain flawless in front of an audience and on ultra high definition cameras. Committed to meeting performers’ needs, MAKE UP FOR EVER takes its expertise in waterproof and long wear cosmetics a step further by adding an XL dimension. AQUA line has become AQUA XL, taking the limits of makeup performance to new levels.

MAKE UP FOR EVER is revamping one of its iconic products with a new high-performance formula: AQUA XL EYE PENCIL, the first of the AQUA XL line and specially designed for performers’ needs.

AQUA LINE, UPON WHICH PERFORMERS AND THEIR MAKEUP ARTISTS HAVE LONG RELIED, HAS BECOME AQUA XL.

Just as performers experience demanding conditions on stage, each of us encounters our own makeup challenges everyday. AQUA XL EYE PENCIL offers flawless makeup results, incredible stay-on power, and color so intense that no touch-ups are required throughout the day. As comfortable as it is easy to apply, the AQUA XL EYE PENCIL’s long wear waterproof formula is resistant to rain and tears, long days at work, moments of passion, events, parties and crowded concert halls.

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I SEE MUSIC IN

COLORS

To embody the launch of its new AQUA XL line, MAKE UP FOR EVER has developed an artistic collaboration with pop singer CHARLI XCX. Reflecting explosive creativity with a performer image in an off-beat atmosphere, the English pop icon perfectly represents AQUA XL performance. A virtuoso of words and sound, CHARLI XCX has written several international hit songs such as « Fancy », « Boom Clap » and « Break the rules », and has composed music for renowned artists like Iggy Azalea, Icona Pop and Selena Gomez.

In 2016, MAKE UP FOR EVER joins CHARLI XCX in all of her performances and artistic creations, from her live tour to makeup artistry for her video clips.

“I AM ALWAYS VERY WILD ON STAGE. I LIKE TO MOVE AROUND AND FEEL FREE, SO I NEED LONG LASTING PRODUCTS. THAT’S WHY AQUA XL IS PERFECT FOR ME. PLUS I IOVE ALL THE COLORS.” 4

XL

LASTING Boldly accentuating eyes with an electrifying, graphic or extravagant line requires an effective long wear, waterproof formula. The AQUA XL EYE PENCIL formula has been tested in extreme conditions by various performers. Swimmers, immersed in warm 86°F (30C°) water for 3 hours, appreciated the product’s 100%* waterproof performance; stage artists were pleased with its sweat-proof qualities and all testers enjoyed that it didn’t run and held fast throughout the day.

The formula combines ingredients that ensure long wear. The result?

A waterproof, anti-smudge effect that requires no touch-ups during a high impact show.

94% CONFIRMED THAT AQUA XL EYE PENCIL IS WATERPROOF**

*Satisfaction test conducted on 10 swimmers **Satisfaction test conducted on 32 women after one month of use

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XL

COLORS With intense colors and a sharpened tip, AQUA XL EYE PENCIL is available in 20 shades, ranging from classic must-haves to pastel and flashy hues for all types of performance. The collection includes a variety of finishes, including matte, satiny, metallic, iridescent and diamond, and hues from the most intense shade of black to the purest of whites. Options abound within the color range, as well with both soft and vibrant greens, blues, purples and yellows and dark and golden browns.

With a palette of 20 shades, MAKE UP FOR EVER adds a playful aspect to women’s daily beauty routines, allowing for a myriad of bold creations and subtle looks. For simplicity in navigating the range, the AQUA XL EYE PENCIL shades follows the same shade numbering system as MAKE UP FOR EVER’s line of ARTIST SHADOWS eyeshadows. It is easy to flawlessly mix and match the eyeshadow shades with the eye pencil colors!

The waterproof formula, highly pigmented formula consists of a transparent gel that evenly stabilizes pigments in a shiny envelope, which boosts radiance and intensity, while providing the ultimate coverage and more intense color.

100% OF ALL INDIVIDUALS SURVEYED DESCRIBED THE COLOR AS INTENSE** **Satisfaction test conducted on 32 women after one month of use

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XL

COMFORT AQUA XL EYE PENCIL provides ultra-intense colors with an enjoyable to use, glide-on texture that blends easily after application and guarantees optimal comfort all day long.

What is the secret? A blend of flexible resins that adapts to the eyes’ natural movements, providing unrivaled comfort and preventing bleeding and smudging.

91% STATED THAT AQUA XL EYE PENCIL FELT COMFORTABLE ALL DAY LONG**

**Satisfaction test conducted on 32 women after one month of use

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“AQUA XL EYE PENCIL IS GREAT FOR BOTH ON AND OFF STAGE.

THE WILDER COLORS I WILL USE FOR STAGE GENERALLY BUT THERE ARE ALSO OTHER MORE SUBTLE COLORS WHICH I USE IN MY DAY TO DAY LIFE. HOWEVER EVEN THESE COLORS HAVE A DIFFERENT TWIST TO THEM WHETHER IT’S A SHIMMER OR A LITTLE GLOW. I LIKE THAT.

AQUA XL EYE PENCIL IS EASY TO APPLY, IN THE WAY THAT YOU WOULD APPLY A NORMAL EYELINER. IT’S EASY TO CREATE DIFFERENT SHAPES TOO. SOMETIMES I’LL BLEND COLORS IF I’M FEELING ADVENTUROUS TO GET SOMETHING TOTALLY UNIQUE“

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GET THE

LOOK 1

Apply AQUA XL Iridescent Lagoon Green I-32 along the lower lash line. Stretch to the outer corner towards the temples and to the inner corner.

2 Draw an eyeliner line using AQUA XL Matte Pastel Yellow M-40 along the upper lash line.

3 Apply AQUA XL Matte Pastel Blue M-26 above the eyeliner along

the crease of the upper eyelid. Intensify the eyes by applying AQUA Smoky Extravagant Mascara.

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20 SHADES MATTE BLACK

M-10

IRIDESCENT POP GREEN

I-34

DIAMOND BLACK

D-12

IRIDESCENT KHAKI

I-36

MATTE CHARCOAL GREY

M-14

MATTE PASTEL YELLOW

M-40

MATTE WHITE

M-16

METALLIC BRONZE

ME-42

SATINY NAVY BLUE

S-20

SATINY TAUPE

S-50

MATTE MAJORELLE BLUE

M-22

MATTE DARK BROWN

M-60

IRIDESCENT BLUE WITH GREEN

I-24

DIAMOND BROWN

D-62

SPARKLES MATTE PASTEL BLUE

M-26

MATTE PLUM

M-80

MATTE PASTEL GREEN

M-30

IRIDESCENT POP PURPLE

I-90

IRIDESCENT LAGOON GREEN

I-32

MATTE PASTEL PURPLE

M-92 10

CONTACTS

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