14 DAY TRIAL // In an age when technological progress is so incredibly fast, it's little wonder that the beauty and cosmetics industry is becoming more and more high-tech itself - and doesn't restrict itself from using the latest technologies available for the purpose of developing revolutionary acne-control or anti-aging techniques. Apparently, the line between using high-tech gimmicks for research and packing them up and selling them with the product itself is about to be crossed in style by two leading beauty brands, both of which are planning to release innovative mascara tubes that come with a vibrating wand.
Yes, you heard me correctly. Beauty giant Est?e Lauder is all set to launch its TurboLash All Effects Motion Mascara in the States later this summer and in Canada later in the year. Retailing for about $30 at Saks Fifth Avenue, TurboLash will buzz its way into our lives at 125 micropulses-per-second, apparently designed to separate lashes and create volume at the base of the lash. Rival company Lanc?me is also gearing up for a triumphant entry on the vibrating mascara market with ?scillation, a product set to hit the stores this fall, and which, according to the manufacturers, aims to provide a "360-degree coat around each and every lash".
All of that sounds highly innovative - however, the question is, is there really a market for such types of products? Given that, globally, the mascara market is worth an estimated $3,7 billion, the answer to this question seems to be "yes". However, if previous experiences are to be taken into account, gimmick-like devices aimed to curl and thicken our lashes may run the risk of being perceived as pointless and overdone, especially since they are considerably pricier than classic drugstore-brand mascaras. In the past, we have seen a battery-operated mascara with a rotating applicator and another one with a heated wand for smoother application - but both products lacked public appeal and staying power. It remains to be seen whether things will be different this time around.