A longtime Lancôme spokesmodel, seen namely in ads for the Trésor fragrance, PENELOPE CRUZ is the face of the first campaign for the brand’s new Grandiôse mascara, shot by Mert Alas and Marcus Piggott.

The first image from the campaign is a close-up of the 40-year-old star, who stares directly into the lens with her fiery, smoky gaze.

With this latest innovation, LANCÔME hopes to reinvent mascara through an unprecedented design. Grandiôse comes with a patented “Swan’s Neck” wand, which is twisted and shorter than the traditional mascara applicator.

According to the brand, the new design makes for simpler, faster and easier application on each eye.

The mascara wand also has two different sizes of high-tech bristles, which are shaped specifically for better adherence to both top and bottom lashes.

Made with a deep black formula for an intense look, Grandiôse mascara will be available starting in late August, priced at €31.50.