新聞正文
AVANCÉ, a cosmetics brand specializing in eye areas, conducted product testing and evaluation with 15 professionals involved in daily lash treatments during its development phase. The feedback received regarding ease of use, finish, and feel during makeup removal has been incorporated into the formulations and specifications.Based on this input, AVANCÉ has developed the "AVANCÉ Tsuranami Lash Base," a mascara base that easily creates the trendy "bundled lash" look, and the "AVANCÉ Lash Melt Remover," a dedicated mascara remover compatible with waterproof mascaras. Both products will be available nationwide at variety stores, drugstores, and the company's e-commerce site starting September 4, 2026 (Fri).In recent years, with the spread of lash perms and lash extensions, interest in how to present lashes themselves and in daily lash makeup has been growing. Among these, the "bundled lash" style, which delicately clumps lashes together to naturally enhance the eye area's impression, is a trend supported by Gen Z, particularly those in their 20s. However, there are also voices expressing concerns such as "it's difficult to create a beautiful bundled look," "it takes time," and "I'm worried about the friction when removing stubborn mascara."Therefore, AVANCÉ took inspiration from the voices of professionals involved in lash treatments to focus on the comfort of the comb, the impression of the finish, and ease of incorporation into daily makeup.From a perspective unique to a brand that has long focused on eye makeup, AVANCÉ has pursued "easy application" and "comfortable removal" to develop two new lash makeup items.From application time to removal time. Smoother lash makeup[AVANCÉ Tsuranami Lash Base]Features a "Bundled Lash Double Comb" that combines a flat comb and a triangular comb. Long fibers that blend with natural lashes make them appear naturally longer, leading to a trendy bundled lash look without the need for special techniques.[AVANCÉ Lash Melt Remover]A mascara-specific remover with a quick-dissolving thick gel and a densely-bristled comb that quickly adheres to stubborn mascaras. It is compatible with waterproof mascaras and comfortably supports daily makeup removal.Both products are safe to use with lash perms and lash extensions*. Furthermore, they are formulated with five types of moisturizing beauty ingredients (Panthenol, Hydrolyzed Keratin (Wool), Ginseng Extract, Scutellaria Baicalensis Root Extract, Sodium Hyaluronate).From application time to removal time.AVANCÉ's two new items, designed to complement current lash makeup trends, achieve beauty while caring for the eye area.*Lash extensions using common adhesives (cyanoacrylate)AVANCÉ "Tsuranami Lash Base"AVANCÉ "Tsuranami Lash Base" is a mascara base that easily achieves the trendy "bundled lash" look."Bundled lashes" delicately clump lashes together to naturally enhance the eye area's impression. However, creating a beautiful bundled look surprisingly requires techniques such as adjusting the amount of liquid and using the comb correctly.This product features a "Bundled Lash Double Comb" that combines a flat comb and a triangular comb. It allows you to create a bundled look without special techniques, and the long fibers that blend with your natural lashes add natural length. It is recommended not only as a base before mascara but also for days when you want a natural finish without mascara.Product Features1. Adoption of "Bundled Lash Double Comb" (Flat Comb x Triangular Comb)A two-step process: apply liquid with the flat comb, then shape the bundled look with the triangular comb. Achieve beautifully separated bundled lashes without difficult techniques.2. Natural Length with Natural Lash-like Long FibersContains long fibers that blend easily with natural lashes. The sheer black color blends with lashes, adding subtle natural length. Creates a delicate eye impression without an overdone look.3. For Use Before Mascara or AloneCan be used as a base before mascara or on its own. It is a versatile product for days when you want a natural finish.4. Curl Retention & WaterproofFormulated to easily maintain beautiful curl and finish. Keeps a beautiful look throughout the day.5. Compatible with Lash Perms and Lash ExtensionsCan be used by those with lash perms or with lash extensions using common adhesives (cyanoacrylate).6. Contains 5 Types of Moisturizing Beauty IngredientsFormulated with Panthenol, Hydrolyzed Keratin (Wool), Ginseng Extract, Scutellaria Baicalensis Root Extract, and Sodium Hyaluronate to provide care while applying makeup.How to Use1. Apply liquid generously with the flat comb.2. Shape the bundled look with the triangular comb.*Use as a base before mascara. Can also be used without mascara.Product Overview■ Product Name: AVANCÉ Tsuranami Lash Base■ Classification/Category: Lash cosmetic / Mascara base■ Color: Sheer Black■ Net Content: 6.4g■ Price: 1,650 yen (tax included)■ Release Date: September 4, 2026 (Fri)■ Sales Channels: Nationwide variety stores, drugstores, company's e-commerce siteAVANCÉ "Lash Melt Remover"AVANCÉ "Lash Melt Remover" is a dedicated mascara remover compatible with waterproof mascaras.While mascara finishes have evolved with features like curl retention and waterproof capabilities, there are increasing concerns about friction and strain on lashes during makeup removal.This product features a quick-dissolving thick gel that quickly adheres to stubborn mascaras. The densely-bristled comb, which holds liquid well, distributes the remover to each lash, preparing them to easily remove even waterproof mascaras.It is also formulated to be gentle on the eyes* and can be used with lash perms and lash extensions.Furthermore, it contains five types of moisturizing beauty ingredients, incorporating the concept of caring for lashes even during removal.*Not irritating to all individuals.Product Features1. Quickly Dissolves Mascara with Simple ApplicationSimply apply to stubborn waterproof mascara, and it quickly adheres to and dissolves the mascara. A simple step before cleansing makes makeup removal easier.2. Compatible with Waterproof MascaraCompatible with waterproof mascaras that maintain their finish throughout the day.3. Quick-Dissolving Thick Gel x Densely-Bristled Adherent CombThe thick gel stays on the lashes, and the densely-bristled comb distributes the remover to each lash.4. Gentle on Eyes* FormulaFormulated with consideration for the user experience, as it is an eye area product. Eye irritation test conducted (not irritating to all individuals).5. Compatible with Lash Perms and Lash ExtensionsCan be used by those with lash perms or with lash extensions using common adhesives (cyanoacrylate).6. Contains 5 Types of Moisturizing Beauty IngredientsFormulated with Panthenol, Hydrolyzed Keratin (Wool), Ginseng Extract, Scutellaria Baicalensis Root Extract, and Sodium Hyaluronate.How to Use1. Apply liquid generously to dry lashes with the comb.2. Allow it to blend with the mascara.3. Then, blend with your usual cleansing product and gently rinse off with lukewarm water.*Wiping off with a cotton pad is also possible.Product Overview■ Product Name: AVANCÉ Lash Melt Remover■ Classification/Category: Eye makeup remover / Mascara remover■ Net Content: 8mL■ Price: 1,320 yen (tax included)■ Release Date: September 4, 2026 (Fri)■ Sales Channels: Nationwide variety stores, drugstores, company's e-commerce siteAVANCÉ "Tsuranami Lash Base"Achieve delicate bundled lashes with a single application.AVANCÉ "Lash Melt Remover"Dedicated remover that quickly adheres to stubborn mascara.Moisturizing Beauty Ingredients & Free From IngredientsContains 5 types of moisturizing beauty ingredients to support your daily lash makeup routine."AVANCÉ Tsuranami Lash Base" and "AVANCÉ Lash Melt Remover" are formulated with five moisturizing beauty ingredients: Panthenol, Hydrolyzed Keratin (Wool), Ginseng Extract, Scutellaria Baicalensis Root Extract, and Sodium Hyaluronate. They support daily lash makeup with the concept of caring for lashes during both application and removal.<5 Types of Moisturizing Beauty Ingredients>- Panthenol: Provides moisture to lashes.- Hydrolyzed Keratin (Wool): Gives lashes firmness and resilience. Provides moisture.- Ginseng Extract: Keeps lashes healthy and prevents damage from dryness.- Scutellaria Baicalensis Root Extract: Keeps lashes healthy and prevents damage from dryness.- Sodium Hyaluronate: Provides moisture.<Free From Ingredients>[AVANCÉ Tsuranami Lash Base]- Alcohol-free- Synthetic fragrance-free- Synthetic colorant-free[AVANCÉ Lash Melt Remover]- Fragrance-free- Color-free- Ionic surfactant-free- Alcohol-freeAchieve a More Polished Lash Makeup Look by Combining with Existing ItemsAVANCÉ "Tsuranami Lash Base" can be used on its own. Furthermore, by using it in combination with the existing product "AVANCÉ Separate Lash," you can achieve a more polished lash makeup look.By combining a base that shapes bundled lashes with mascara that enhances natural length and separation, you can enjoy lash makeup tailored to your desired finish.The packaging, which follows the gradient design of existing products, also enhances the sense of unity within the series.About AVANCÉAVANCÉ Corporation was born in 1996 as a brand for the younger generation of the Hollywood Cosmetics Group. The group is known for being the first to introduce Hollywood film makeup techniques to Japan and popularize mascara, and AVANCÉ inherits this traditional expertise. Building on the technology of Hollywood Cosmetics, which will celebrate its 100th anniversary in 2025, AVANCÉ also pursues quality and innovation.The brand name "AVANCÉ" means "advance, lead, superior" in French, emphasizing the importance of proposing trends that look ahead of the times. In the 1990s, a thin eyebrow boom was sparked by the influence of charismatic artists, and as women's aesthetic consciousness for eye areas rapidly increased, the lash care serum "Lash Serum" was launched in April 1997 and became a major hit. This Lash Serum series continues to be a long-selling product loved to this day. Since then, with the concept of "thorough care while applying makeup," the product line centered on the eye area has expanded, and currently, a wide range of products beyond the eye area are also offered.Company OverviewCompany Name: AVANCÉ CorporationRepresentative Name: Ryo Nanba (President and Representative Director)Location: 4F Hollywood Beauty Plaza, 6-4-1 Roppongi, Minato-ku, Tokyo 106-0032TEL: 03-3403-3817Brands Handled: AVANCÉ and DÉSIRProducts Handled: Lash serums and other eye zone items, removers, skincare, base makeup, etc.URL: https://www.avance-cosme.co.jp/