Flormar launches volume up mascara with Hande Erçel campaign

Thursday 23 April 2026 - 11:40

By: Dakir Madiha

Flormar launches volume up mascara with Hande Erçel campaign

Flormar has introduced a new global campaign to promote its Volume Up Mascara, marking a strategic push to strengthen its position in the competitive cosmetics market. The campaign features Turkish actress Hande Erçel as the brand’s international ambassador. Known for her wide audience reach, she represents the product’s promise of instant volume and a lifting effect. The launch took place as part of a broader effort to align the brand with contemporary beauty standards and global consumer expectations.

The Volume Up Mascara stands at the center of this campaign as a flagship product designed to deliver professional results through a simplified application process. Its formulation incorporates up to 70 percent naturally derived ingredients and includes vitamin E, which supports lash hydration and protection. The product’s defining feature lies in its buildable texture, allowing users to layer the formula without clumping. This approach addresses a common consumer demand for customizable volume while maintaining comfort throughout daily use.

Flormar has also equipped the mascara with a proprietary silicone brush, branded as Volumax 360°. The design targets each lash from the root, ensuring separation and even coating. This technical feature aims to maximize length and density while preventing product buildup. The combination of formulation and applicator reflects the company’s focus on performance-driven cosmetics that remain accessible to a wide consumer base.

The campaign positions Hande Erçel as a central figure in conveying the brand’s identity, which draws inspiration from Mediterranean aesthetics and emphasizes modernity and authenticity. Visual elements of the campaign rely on high-production imagery to reinforce this positioning. By associating the product with a recognizable public figure, Flormar seeks to increase visibility across international markets and strengthen brand recognition among younger audiences.

Founded in Milan in the 1950s and later developed in Turkey, Flormar has built a presence across more than 80 countries with tens of thousands of retail points and hundreds of dedicated stores. The company emphasizes inclusivity by offering products adapted to diverse skin tones and types. Its business model combines high-performance formulations with competitive pricing, enabling broad market penetration in both physical and digital retail channels.

Sustainability commitments also form part of the brand’s strategy. Flormar reports the use of recycled materials in packaging and the implementation of production processes that reduce water and energy consumption. The company states that it does not conduct animal testing and adheres to international quality standards, including ISO 9001:2015 and ISO 22716:2007 GMP. These measures align with evolving consumer expectations regarding ethical production and environmental responsibility.

The launch of the Volume Up Mascara reflects ongoing shifts in the global beauty industry, where product innovation, influencer partnerships and sustainability claims shape purchasing decisions. By combining these elements in a single campaign, Flormar aims to reinforce its competitive position while expanding its international reach.