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Magic wands: The new high-tech mascaras
Look out, lashes! The future of mascara is here, with volume-boosting formulas and high-tech designs.
By Vanessa Craft
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Aero-boost technology, thermal-sensitive polymers, moldtrusion brushes - it sounds like we're talking about the components of a NASA space shuttle instead of the mascaras coming soon to a beauty counter near you. Yes, mascara has gone 2.0, with a new generation of high-performance products that define, plump and curl lashes. Here's your guide to the best new breakthroughs.
Tube tech
"Waterproof mascara, as we know it, will be replaced by hybrid formulas that fall somewhere between waterproof and traditional," says Janet Pardo, senior vice-president of product development at Clinique. First seen in the cult favourite Kiss Me Mascara from Blinc, "tubular" technology - which coats each lash in a tiny, water-resistant tube - is hitting the mainstream in new formulas from Clinique, Estée Lauder and CARGO. Called a "thermal-sensitive polymer," the elastic, claylike material reacts to heat (but not sweat or sebum), sets on application (by binding around the lashes like a glove) and lasts longer than traditional mascara formulas (because it doesn't dry out). "You can wear this mascara all day without it smudging or flaking off," says Liz Martin, executive director of global makeup product development at Estée Lauder. And unlike most waterproof formulas - which practically require a blowtorch to get off your lashes - removal is easy: Warm water breaks down the formula, causing the tubes to slide off. "[There's] no tugging and no damage," says Pardo. "It's effortless."
Gloss up
Fashion designer Thierry Mugler is known for his futuristic creations, so it's no surprise that his first beauty line, Dare the Metamorphosis, features a mascara unlike any other. Housed in a sleek, ultra-modern case, Cils Vinyle is described as "gloss for your lashes" and delivers an over-the-top wet, shiny look. "It's a revolutionary, free-flowing texture," says Mai Hua, a colour designer for Thierry Mugler Beauty. "It coats the lashes with an incredibly sexy latex gloss." Thanks to three types of resins, the high-shine formula is also long-lasting.
Charge account
Remember those high-school science lessons on protons and electrons? Smashbox applied the same principle - that opposites attract - in its new Bionic Mascara. "This mascara is cationic, which means the positively charged formula adheres to the negative charge on your lashes," says Sylvie Rouaix, vice-president of global product development for Smashbox. The result? A long-wearing formula that strengthens and lengthens lashes and boosts volume.
Click here to read more!
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