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NO MORE RULES. Dramatic curls naturally memorized The LASH FORMER Say good-bye to mascara.* *KATE is redefining the definition of its mascara range, as The Lash Former.

NO MORE RULES. Dramatic curls naturally memorized The LASH FORMER Say good-bye to mascara.* *KATE is redefining the definition of its mascara range, as The Lash Former.

NO MORE RULES. Dramatic curls naturally memorized The LASH FORMER Say good-bye to mascara.* *KATE is redefining the definition of its mascara range, as The Lash Former.

The time has come to evolve from the boring mascara.
The next generation mascara will not only add beautiful length and volume, 
but will penetrate the lashes to give you a lasting natural curl.

Now that’s evolution.
The Lash Former. 

Cross-section of an eyelash (*Reference illustration) Fixing curls from the inside First in the industry* Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) * Kanebo’s proprietary eyelash makeup item formula using malic acid and sodium naphthalenesulfonate to hold eyelashes curved from the inside (Study by Kanebo in March 2018 of a Mintel Japan database) Fixing curves from the outside Contains a curve coating ingredient (Microcrystalline wax)

Cross-section of an eyelash (*Reference illustration) Fixing curls from the inside First in the industry* Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) * Kanebo’s proprietary eyelash makeup item formula using malic acid and sodium naphthalenesulfonate to hold eyelashes curved from the inside (Study by Kanebo in March 2018 of a Mintel Japan database) Fixing curves from the outside Contains a curve coating ingredient (Microcrystalline wax)

Cross-section of an eyelash (*Reference illustration) Fixing curls from the inside First in the industry* Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) * Kanebo’s proprietary eyelash makeup item formula using malic acid and sodium naphthalenesulfonate to hold eyelashes curved from the inside (Study by Kanebo in March 2018 of a Mintel Japan database) Fixing curves from the outside Contains a curve coating ingredient (Microcrystalline wax)

The curl-memorizing formula
keeps eyelashes curved from inside and outside. 
Each time the product is used, the eyelashes "memorize" the curl. 

THE LASH FORMER (LONG) / (VOLUME) 1 color each THE LASH FORMER WP (LONG) / (VOLUME) 1 color each

THE LASH FORMER (LONG) / (VOLUME) 1 color each THE LASH FORMER WP (LONG) / (VOLUME) 1 color each

THE LASH FORMER (LONG) / (VOLUME) 1 color each THE LASH FORMER WP (LONG) / (VOLUME) 1 color each

THE LASH FORMER (LONG) / (VOLUME) 1 color each 
THE LASH FORMER WP (LONG) / (VOLUME)  1 color each 

CONTENT

FACT 1

Approximately three in four* Japanese women have downward growing eyelashes.

<The average angle of eyelash growth of Japanese people -11.1°>*

According to our survey, the average angle of  eyelash growth for Japanese women was -11.1º.
Approximately three in four* Japanese women had downward growing eyelashes.
This means that most Japanese women start their eyelash makeup routine by curling their lashes upwards.

*Study by Kanebo (March 2010 on 193 Japanese women between 20 and 26 years old)

-11.1°

-11.1°

-11.1°

FACT 2

The angle of the eyelashes determines the brightness of the eye. 

An eye looks sparkling when 
light cast on it is reflected.
The angle of the eyelashes determines the amount of light cast on the eye. 
When eyelashes are curled upwards,more light is reflected on the eye, which makes the eye look brighter.

Straight eyelashes Light Curled eyelashes

Straight eyelashes Light Curled eyelashes

Straight eyelashes Light Curled eyelashes

ColumnⅠ

〜 Will sparkling eyes affect one‘s features?! 〜 

When individuals were presented with pictures of two people with a sparkle in the eye at different levels of brightness and were asked what they thought of their skin and features…

Most respondents thought 

“a person with a brighter sparkle had”
“Brighter skin”
“A more dimensional feature” 
“More depth”

The survey therefore indicated that sparkling eyes can change people’s impression of skin and features!

About the study on a sparkle in the eye

Experiment＜Will sparkling eyes change the impression of skin and features?＞
A psychological study was conducted by preparing photos of several women's faces with Low, Middle and High levels of sparking in their eyes to compare people’s changes in impression of the skin and features.
*12 Japanese men and women between 25 and 41 years old (Study by Kanebo on January 2018)

ColumnⅡ

〜KATE has discovered the new standard for beautiful eyelashes!〜

The ideal eyelash curve has 
a 34 degree angle and a 3.4 mm rise.

We discovered that it is important for eyelashes to curve at 34 degrees and take in light in order to have eyes with more sparkle.
Furthermore, a 3.4 mm rise from the upper eyelid was defined as the most attractive-looking eyelashes.

3.4 mm rise KATE's eyelash curve with the golden ratio (Reference image)

3.4 mm rise KATE's eyelash curve with the golden ratio (Reference image)

3.4 mm rise KATE's eyelash curve with the golden ratio (Reference image)

(Reference image) 

FUNCTION

The newly developed Curve-memorizing formula
fixes the eyelash curves.

The Curve-memorizing formula that 
fixes eyelash curves from both the inside and outside 
curls natural eyelashes beautifully and keeps them curled.

First in the industry* Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) The penetrative ingredient keeps the curve from the inside. The penetrative curl fixing ingredient developed from our hair research will keep eyelashes curled from the inside. Fixing curves from the inside Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) * Kanebo’s proprietary eyelash makeup item formula using malic acid and sodium naphthalenesulfonate to hold eyelashes curved from the inside (Study by Kanebo in March 2018 of a Mintel Japan database) Wax lighter than water keeps the curve from the outside Wax lighter than water is contained as a curve coating ingredient to minimize the moisture content in the mascara. It prevents mascara from weighing down eyelashes. Fixing curves from the outside Contains a curve coating ingredient (Microcrystalline wax)

First in the industry* Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) The penetrative ingredient keeps the curve from the inside. The penetrative curl fixing ingredient developed from our hair research will keep eyelashes curled from the inside. Fixing curves from the inside Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) * Kanebo’s proprietary eyelash makeup item formula using malic acid and sodium naphthalenesulfonate to hold eyelashes curved from the inside (Study by Kanebo in March 2018 of a Mintel Japan database) Wax lighter than water keeps the curve from the outside Wax lighter than water is contained as a curve coating ingredient to minimize the moisture content in the mascara. It prevents mascara from weighing down eyelashes. Fixing curves from the outside Contains a curve coating ingredient (Microcrystalline wax)

First in the industry* Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) The penetrative ingredient keeps the curve from the inside. The penetrative curl fixing ingredient developed from our hair research will keep eyelashes curled from the inside. Fixing curves from the inside Contains a penetrative curl fixing ingredient (Malic acid and sodium naphthalenesulfonate) * Kanebo’s proprietary eyelash makeup item formula using malic acid and sodium naphthalenesulfonate to hold eyelashes curved from the inside (Study by Kanebo in March 2018 of a Mintel Japan database) Wax lighter than water keeps the curve from the outside Wax lighter than water is contained as a curve coating ingredient to minimize the moisture content in the mascara. It prevents mascara from weighing down eyelashes. Fixing curves from the outside Contains a curve coating ingredient (Microcrystalline wax)

Each time the product is used, the eyelashes curl more.

Now that’s evolution.
The Lash Former. 

PRODUCT INFO

Get desired eyelashes with THE LASH FORMER series.

FILM

FILM

FILM

Film type with smudge resistance but comes off with warm water

WP

WP

WP

Waterproof type with sweat-, water-, and sebum-resistance

BASE WP

BASE WP

BASE WP

For longer-lasting curves
A mascara base

ESSENCE

ESSENCE

ESSENCE

For eyelashes that are easier to keep curved.
A night mask for eyelashes

Finished image

Finished image

Finished image

Finished image

The model uses
＜Face＞KATE SECRET SKIN CC BASE ZERO EX-2: Green, KATE SECRET SKIN MAKER ZERO (LIQUID) 01, KATE 3D CHEEKS OR-2
＜Eyes＞KATE EYE SHADE MAKER BK-1, KATE LASTING EYEBROW N (SL) BR-3, KATE EYEBROW GEL COAT, KATE LASH MAXIMIZER N, THE LASH FORMER (LONG)

*Note that product color and brightness may appear differently depending on your PC or monitor.

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