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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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Close call
So we're not film or television stars, but that doesn't mean we can't steal a few of their tricks. CARGO's blu_ray Mascara was designed to stand up to high-definition (HD) film and super-zoom digital cameras - both of which demand flawless, light-weight makeup. "In HD filming, the camera picks up every imperfection," says Hana Zalzal, president and founder of CARGO Cosmetics. "It's essential to have well-defined, clump-free lashes." A cocktail of vitamins (A, B, C and E) makes for an ultra-conditioning, clump-free base, while the comb applicator separates lashes for a full but natural look.
Lash out
If "Bigger is better" is your mantra, Rimmel London will deliver in the form of thick, full, Bambi-like lashes. A new formula debuting this spring features patented "aero-boost" technology, which can increase lash volume up to five times thanks to ultra-light, spherical particles. "These spheres are considerably lighter than classic mascara fillers, such as talc, and enhance the formula by adding texture without weight," says Alan Farer, vice-president of R&D Colour for Coty Inc. "Combined with a patented combination of water- and oil-soluble ingredients, it provides a major volume boost."
Brush hour
"Everyone has been using the same twisted wire brush for ages," says Sarah Vickery, a senior scientist for P&G Beauty. Now, brushes are going high-tech, with designs that enable precise definition. CoverGirl uses "moldtrusion" technology - a technique that uses a mould to create soft, flexible plastic bristles - in several of its formulas, including LashBlast. Similarly, Chanel's Inimitable Mascara features a cylindrical brush made of elastomer, a pliable plastic. The benefits? Fewer clumps and better definition thanks to superfine bristles that can reach even the shortest lashes. Guerlain's latest offering - the double-ended Le 2 de Guerlain - works similarly: The large brush distributes formula along the lashes, while the small brush allows for precise application. "This technology is a crossover from the dental industry," says Olivier Echaudemaison, creative director for Guerlain. "It catches the tiniest lashes and creates perfect definition." But if it's curl you're after, Maybelline New York's PowerCurve wand is shaped to the natural contour of your lash line for curl that lasts up to 12 hours. "The brush provides the leverage needed to lift and curl with each stroke," says Debra Coleman-Nally, director of technical communications for Maybelline research and development, "and, because the formula has a 'quick-set system,' the curl is completely locked in place."
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