Estée Lauder and Lancome are planning to launch vibrating mascaras. L’Oreal and P&G seem to have their own in the works, too. The inspiration for these mascaras, which require batteries, comes from the movements make up artists make with their hands when applying mascara. The vibrations promise to separate lashes, create volume at the base of the lash and provide 360-degree coverage of each lash.
In July, Estée Lauder will be launch TurboLash All Effects Motion Mascara in the US.
The mascara will be applied to lashes with a battery-operated brush that vibrates at 125 micro-pulses per second and is said to make lashes seem fuller.
Elana Drell-Szyfer, senior vice president of global marketing for Estée Lauder, said: “There is a relationship between vibration, length, volume, separation and curl. Together, they deliver an unbelievably enhanced first to market product, which we feel is revolutionary.”
TurboLash All Effects Motion Mascara will be launched on July 17 as a Saks Fifth Avenue exclusive and will be sold for 30$.
Lancôme’s Oscillation mascara is due out in stores this fall. The brush vibrates 7,000 times per minute and claims to provide 360-degree coverage around each lash. It was created by Jean-Louis Guéret, creator of mascara brushes for Lancôme (he has developed almost 400 mascaras!!) who came up with the idea of the mascara after watching makeup artists at work. While applying mascara, their hands move in a zigzag pattern. So to best emulate the movement, Guéret explained, he conceived a flexible, polymer-based mascara brush that vibrates along its longitude at 7,000 micro-oscillations a second.
Guéret said that, as the mascara brush vibrates against eyelashes, they become “organized” and evenly coated with a mascara formula conceived with ultrafine particles specifically for the product, which also extends, curls, shapes and makes lashes seem thicker.
So, what do you think of these vibrating mascaras? Are you curious or do you feel a little scared you’re going to poke yourself in the eye?