Judging by the sheer number of high-tech mascaras currently in the market, the days of buying any random mascara in 'black' and applying two coats are numbered, if not already gone.
Besides new and improved lightweight formulas, which make clumpy lashes a thing of the past and new brush styles that promise to comb and coat each and every lash, the latest must-have mascaras take both those standard features one step further by giving the mascara wand its own motor. In July, Estee Lauder introduced TurboLash with a vibrating brush that promises to thicken, lengthen and curl lashes (including the "lashes you didn't even know you had," says Estee Lauder's website) better than any manually applied mascara ever could.
Lancome, who planned to launch their own battery-powered vibrating mascara, Oscillation last fall, ended up releasing a few thousand units in advance of that following TurboLash's launch last summer. It immediately sold-out as did TurboLash. Both Oscillation and TurboLash will be available again in the fall, just in time for achieving the coming season's smoky eye look.
If you can't wait that long for lustrous eye lashes, there are plenty of other options. One of the most popular mascara trends right now is protein-based mascara that creates a 'tube' around each lash, which not only makes lashes thicker, and builds up lash lenght with each coat, but it also stays put until washed off with warm water.
Celebrity makeup artist Craig Jessup praised Kevyn Aucoin Volume mascara -- a tube-style formula -- for this smudge-free quality. If smear-prevention is less of a priority, Jessup also recommends the popular Great Lash Mascara by Maybelline in Blackest Black, but his tip is to 'age' the mascara - buy it, but then wait for two or three weeks after opening it to let it dry out a bit.
Too Faced's new Lash Injection Pinpoint uses D-polymers to build waterproof tubed around each lash. While it's brush doesn't look particularly fancy at first glance, don't let that foola you. A fine point micro brush combined with a lighweight, yet effective, lash building formula creates a false eyelash effect - even more so if you create your own version of an oscillating wand the old fashioned way, by rapidly moving the wand back and forth across lashes.
Speaking of false eyelashes, Japanese cosmetic company Imju's big selling point for the much-hyped Fiberwig mascara is that it is 'paint-on false eyelashes.' Well, not quite. While its long, thick brush certainly gives the impression that it will accordingly create long, thick faux-looking lashes, after three or four coats, eyelashes were nowhere near the obvious thickness of a good pair of falsies. Instead, they looked remarkably natural with nary a clump in sight. Not necessarily a bad thing.
And finally, the award for a mascara wand that most resembles a medieval torture device goes to Givenchy's new Phoenomen's Eyes, with its spherical spiky wand. The unusual shape makes it easier to reach those elusive outer lashes, that is, if you can get over the fear that you might accidentally poke yourself in the eye by misjudging your aim. The round wand also makes it more difficult to evenly coat lashes, leading to over-coating as in the clumpy lashes that your grandmother used to have. The formula is also quite heavy and in effect, very sticky. Recommended only for scrupulous mascara scholars who are willing to take some time to learn how to best use the unconventional wand for their lashes.
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