Purses everywhere will soon be abuzz with vibrating mascaras — or so two beauty companies hope. WWD reported on a new Estée Lauder lash-builder this morning. Shortly thereafter, Lancôme announced the upcoming launch of its competing product. I guess the race is on to introduce the first genre of vibrating mascaras to the masses. So far, it's Estée Lauder 1, Lancôme 0. I'll score round two as soon as I can take them out for a spin.
In July, Estée Lauder will launch TurboLash All Effects Motion Mascara ($30) exclusively at Saks Fifth Avenue. The vibration of this battery-operated brush promises to separate lashes to avoid clumping.
Lancôme's version, Ôscillation, is due out in stores this Fall. The brush vibrates 7,000 times per minute, claiming to provide 360-degree coverage around each lash. It was created by Jean-Louis Guéret, who has developed almost 400 (!) mascaras in his lifetime. Lancôme is still working out an exact launch date and a price, so we'll all have to wait with bated breath before we buzz.
Are you excited or a little bit scared to test out these new vibrating mascaras?