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Estée Lauder revs up its mascara repertoire with new Turbolash All Effects Motion Mascara |
UK. Estée Lauder is this month introducing its groundbreaking vibrating TurboLash All Effects Motion Mascara – which made its debut on-line and in selected domestic doors last summer – to the travel retail channel.
The mascara is said to deliver maximum volume, length, separation, definition and curling, all in one formula.
The product combines an innovative formula and brush design with a unique “micro pulsing” effect that allows the brush to penetrate deep into the lash bed and comb through lashes more quickly and effectively.
As the LashSonic brush gently works its way through the lashes, it expertly separates then saturates the lashes with mascara, from root to tip, according to Lauder.
The brush is automatically activated whenever the cap is twisted to unscrew the brush wand. It is powered by a button cell battery; the micropulses oscillate at 125 cycles per second.
Thanks to the continued separating action of the pulsing wand, it is possible to add multiple coats of the formula without the clumping associated with certain conventional mascaras.
“There is no need for perfect application technique because the brush works on its own to separate and fan lashes beyond what a brushstroke by hand could ever achieve,” noted Estée Lauder Senior Vice President of Global Product Development and Innovation Anne Carullo. “With this breakthrough mascara system, every consumer is an expert in creating extravagantly dramatic lashes that pop.”
Designed to work in harmony with the micropulses of the brush, the mascara’s rapid-release gel formula consists of “jellified” water, olive oil and paraffin waxes for effortless and buildable application.
TurboLash All Effects Motion Mascara is ophthalmologist-tested, fragrance-free and safe for sensitive eyes and contact lens wearers. It will initially be available in black only.
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