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Beauty Byte: Maybelline Offers Vibrating Mascara To The Masses

BellaSugarUK — Tue, 12 May 2009 07:00:00 -0700

Move over expensive designer cosmetics, the news is out that Maybelline is launching a vibrating mascara for about a third of the price! Define-A-Lash Pulse Perfection, will be available to the masses this July in the States and later on in the Summer in the UK.

Last year, the big news in mascara came first from Estée Lauder with the release of TurboLash. A few months later, Lancôme launched Ôscillation and recently, Prescriptives came out with Motor-Eyes. All of the items have sold so well that Lancôme is actually set to release a waterproof version next month. Maybelline however, wanted to be the first to create a competitive product that everyone could afford and enjoy.

To hear what Serena Giovi, Vice President of Marketing for Maybelline has to say and for more details on Define-A-Lash Pulse Perfection, read more.

Serena Giovi said,

"We are always researching what consumers want and we felt this was a great opportunity to bring a new technology and innovation to the marketplace. The vibration aims to mimic some of the best tricks women use when applying mascara, such as wiggling and zigzagging the mascara brush to achieve length and thickness. Pulse Perfection has been designed to deliver 7,000 vibrations per minute with each battery said to last for a minimum of 130 days."

From what I understand, the mascara is powered by a battery and it vibrates gently in a horizontal motion. The goal is for each hair to be coated from root to end, creating fuller and thicker lashes. Also, it will be available in two shades: very black and blackest black, and very black will also come in a waterproof version.

Coming Soon: Maybelline Vibrating Mascara

BellaSugar — Tue, 19 May 2009 14:05:21 -0700

Vibrating mascaras are all the buzz. And now, Maybelline's entering the growing segment of unique lash-enhancing products with the upcoming release of its newest product, Define-a-Lash Pulse Perfection ($15). The battery-powered mascara is the first of its kind in the drugstore category, and will officially debut in July. At 7,000 vibrations per minute, the movement of the brush is designed to mimic the zig-zag motion that a professional makeup artist might use.

Available in two washable shades (Very Black and Blackest Black) and one waterproof shade (Very Black), this mascara carries with it a battery life lasting for a minimum of 130 applications, or over four months. That's just in time to make it under the three-month expiration mark, eh? To see what I thought of the new product, just read more.

Much like our Sugar intern's take on Spinlash ($20 for two), I found Pulse Perfection somewhat awkward to use. You don't need an extremely skillful, steady hand to use the brush properly, but you do need to move quickly and lightly, as a slow, deliberate application provided too much product on the lashes and lids, creating clumpy results.

While my under-eye area remained flake-free with practically no smudging by the end of the day, the product created very long, spindly lashes with a slightly shiny finish, similar to the brand's newer Lash Stiletto Mascara. If you're going more for length than volume, and if you're intrigued by the novelty of it all, you might like this mascara. However, I'm sure you're perfectly capable of creating that zig-zag action sans batteries. What's your take?

Trend Alert: Vibrating Mascara

BellaSugar — Fri, 13 Jun 2008 13:00:00 -0700

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?

Preview Maybelline's New Vibrating Mascara Today - But Hurry!

BellaSugar — Mon, 18 May 2009 16:00:11 -0700

Perhaps you've heard the buzz. Maybelline is joining the vibrating mascara craze with the release of its newest mascara, called Pulse Perfection ($15). The latest addition, the first of its kind in the drugstore variety, won't be available until July. However, Maybelline's offering up a chance for you to preview the battery-powered mascara for today only. Just follow this link to be one of the first people to give the Maybelline Pulse Perfection a spin; and be sure to look for my review on the new product tomorrow.

Are You Buying These Vibrating Mascaras?

BellaSugar — Fri, 24 Oct 2008 06:00:16 -0700

There's a considerable amount of buzz about two mascaras: Ôscillation from Lancôme ($34) and TurboLash ($30) from Estée Lauder. The dueling products both promise to add volume, length and curl to lashes through their vibrating wands. TurboLash sold out immediately upon its July debut, and Ôscillation had 21,000 names on a waiting list before launching this week.

Of the two, I've tried only TurboLash. It's a good mascara that delivers natural-looking, long and separate lashes. But it's not as though manually wiggling mascara through my eyelashes is a huge burden, so I doubt I'll replace regular mascaras with vibrating ones permanently. What about you - have you tried these? Are you interested?

Reader Review of the Day: Maybelline Pulse Perfection Define-a-Lash Vibrating Mascara

BellaSugar — Wed, 09 Sep 2009 07:00:49 -0700

Maybelline Pulse Perfection Mascara ($15) wasn't my absolute favorite when I tried it out, but reader Adriall Rose had an accident with hers that actually made it work like a dream, and she also has some good application pointers. I'll let her take it from here:

"Okay, I love mascara, so i had to try this one; it's so much cheaper than Lancome's. So I bought it, got to my house and opened it. Immediately, I was disappointed because the wand was bent at such an odd angle, like a question mark. I was worried it wouldn't work. But I tried it and it was amazing! The odd angle is like an eyelash curler, and pushes the lashes into a nice curve with each stroke. My tip is to keep the motor off at first, coat lashes normally, and then turn it on and do it again. It really plumps them up!"

Got any tips for using certain products, or something that you really love (or hate)? Want to read up on what other people think about the products you're coveting? Our Product Reviews section is a great place to write a review of your own, and we have more than 50,000 products listed, so that new eyeliner you're curious about is almost certain to be there.

Best of Bella

BellaSugar — Sun, 24 May 2009 06:30:56 -0700

Men in makeup, part two
Six lipstick tips from Jillian Dempsey
I want to eat this chocolate that treats acne!
Which celebrity hairstyle do you prefer?
How to re-create Hilary Swank's Cannes makeup
What do you know about your hair's pH?
Copy this summery hairstyle from Diane Kruger
Coming soon: Maybelline Vibrating Mascara
Tyra dishes on her makeup tips
Aldi launches premium makeup line at discount prices
Would you wear makeup to keep a job?
Is Gwyneth saying au revoir to Lauder?

Source

Link Time!

BellaSugar — Tue, 12 May 2009 13:00:11 -0700

Which Heidi Klum hairstyle do you like best? - Makeup and Beauty Blog
Get the secret behind Michelle Obama's brows - The Cut
Maybelline offers vibrating mascara to the masses - FabSugar UK
Malin + Goetz plus 10 Cane Rum equal mojito balm - Fashionista
Get the (male) British PM's makeup routine - Allure
Five humidity-proof haircuts for Summer - InStyle
Would you try emerginC? - Beauty Snob
Replicate a bright green and bold teal eye - Temptalia

Givenchy Phenomen'Eyes: Can This $27 Mascara Deliver?

BellaSugar — Tue, 05 Aug 2008 07:00:30 -0700

Seems it's the Summer of unusual mascaras. Lancôme and Estée Lauder are both launching vibrating versions - more on those soon - and Givenchy is also trying something new with its Phenomen'Eyes Mascara ($27).

The big difference with this mascara is its wand. Instead of a traditional brush or comb applicator, it has a small sphere with tiny bristles sticking out in every direction. The design is meant to allow more precise application, helping you wiggle the mascara from the base of each lash to its tip. I've tried it and I have a lot of things to say, so for the full review - plus a before-and-after photo - read more.

I won't lie to you: Using Phenomen'Eyes takes a little bit of practice, but after your first or second application, it's a breeze. The design of the brush really captures and separates each lash, and because you can easily reach lashes from different angles, the application is more precise than most traditional wands allow. The tradeoff: Application isn't as quick as it would be with most mascaras, but the results are, well, phenomenal.

This mascara does an amazing job of creating volume, definition, and length. Every time I finish applying a single coat, I'm wowed by what a difference it makes. My eyelashes look thick and full, almost like false lashes - without ever looking artificial or overdone. (Actually, I take that back; on lower lashes, this mascara is way too much.) My only complaint? The formula clumps a bit while going on. So if you laughed when I told you about mascara combs, now you know why they exist. Still, with a little finesse, you can use the wand to flick out the clumps.

Overall, it's a great mascara that I predict will be as big as DiorShow and Cover Girl Lash Blast - so don't be put off by its unusual look.

How Much Would You Pay For Longer Lashes?

BellaSugar — Fri, 30 Jan 2009 12:00:04 -0800

The desire to draw attention to the eyelashes has been going strong since around 4000 BC, when ancient Egyptians used kohl to darken lashes and eye areas. Fast-forward thousands of years later, and the mascara industry brings in over an astonishing one billion dollars a year. That's not even including other eyelash-enhancing products such as extensions, false eyelashes, and now Latisse, an eyelash-growth drug approved by the FDA last December. Take a look at my chart below to compare products available on the market now. How much would you pay for long and full lashes?

PRODUCT	PROS	CONS
Mascara	Easy to find and come in a wide variety of styles from vibrating, scented, colored, thickening, and lengthening. Cheap - ranging in price from $5 to $10 at the drugstore. Assuming you keep your mascara around three months, it's mere pennies per use.	Can run and smudge, doesn't always look natural, and very temporary.
False Eyelashes	Very accessible, easy to apply (see my attempt here), and relatively cheap, ranging in price from inexpensive like E.L.F. False Eyelashes ($1 to $3) to moderate/slightly expensive such as Shu Uemura ($16 for accent lashes to $95 for fantasy lashes). Also, they're just plain fun - bedazzled lashes, anyone?	Can fall off easily, don't last very long, can't always be reused, and can look, well, fake!
Eyelash Extensions	Natural looking, long lasting (around two to three months), and doesn't take very long to apply by a spa professional (around 80 minutes or so). Check out my experience with eyelash extensions here.	Expensive, averaging around $200 to $600.
Latisse	Effective, easy to apply - similar to putting on eyeliner, treats hypotrichosis (sparse eyelashes), long-lasting (several weeks to months), and looks very natural because it's your own hair growing out.	Available by prescription only, expensive ($120 for 30-day supply), needs to be applied daily, and side effects can include skin darkening, irritation, dryness, and redness of the eyelids.

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