Friday, June 13th, 2008

What’s with all the buzz on mascara? I recently received Spinlash to try out, which I have yet to test (but now I think I better try this stuff ASAP). Today, WWD tells the industry that Estee Lauder is releasing a vibrating mascara, TurboLash ($30.00), July 17th as a Saks 5th Exclusive, but will roll out across the US in December. (And both L’Oreal and P&G seem to have their own in the works!)

Estee Lauder TurboLash Mascara

The cosmetics giant is set to release TurboLash All Effects Motion Mascara, which the brand is touting as the world’s first battery-operated, vibrating, all-effects mascara. It will be launched on July 17 as a Saks Fifth Avenue exclusive.

“There is a relationship between vibration, length, volume, separation and curl,” said Elana Drell-Szyfer, senior vice president of global marketing for Estée Lauder.

“Together, they deliver an unbelievably enhanced first to market product, which we feel is revolutionary.” — WWD

But wait, that’s not all! Lancome’s Oscillation debuts this fall, and yes, the brush–it oscillates!

Lancôme’s Oscillation mascara also is billed as revolutionary by company executives, thanks to its brush that (as the product name suggests) oscillates.

Jean-Louis Guéret, creator of mascara brushes for Lancôme, said he came up with the idea for Oscillation 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. Getting the battery-powered movement started takes simply pressing lightly on an area of the mascara’s outer tube, which turns on a 3-centimeter motor.

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. He claims Oscillation’s Ultrafine Dispersion technology allows mascara to glide easily onto lashes and for rapid application. — WWD

Spinning, vibrating, oscillating mascaras? What do you think? Are you curious about the new technology? A bit fearful of something vibrating coming near your eyes? Will you be picking one, two, or all three of the latest in makeup technology?

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43 thoughts on “Spinning, Vibrating, Oscillating… Mascara Is on the Move!

  1. Kelly

    Wow!! I will have to pick up at least one of these… they sound fantastic!
    Pure genius!

  2. Sanita

    Gee, I think I’ll wait for some reviews before purchasing. Now I want Spinlash because Muse reviewed it and it seems that it really worked. Also I like that you can use Spinlash with your own mascara.

  3. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Carrie Carrie

    An expensive little spikey vibrating thing millimeters from my eyeball? I can just do those “zig zag” motions with my hand, thanks!

  4. If I HAVE TO pick between spinning, vibrating, oscillating mascaras – I choose Spinning. The other two motions I can easily do on my own whilst doing continuous 360 degree spins (to apply mascara) is trickier!

  5. Tekoa

    Facinating! I’ll have to try all of them myself.

  6. dee

    I can work with the wand spinning, but this whole vibrating,zig zagging thing? I don’t know about all that.

  7. Rubi

    I think I am going to have to stick to manually zig zagging the Dior Unlimited and then following it up by my manually vibrating Sonia Kashnuk lash comb and then do the old school up-up-and away feathering of the final 3 or 4 coats to the tips with the Dior Show…

  8. Chica

    They look kinda scary to be honest :/
    Unless everyone raves about them I’ll stick to what I know works.

  9. Its scary for me tooo,like a spining thing just few milimeters away from my beautiful eyes,its scray.First i wud go for the reviews on this very thing than wud like to experiment it,i think iam FAIR ENOUGH.

    But although a gud invention,something really DIFFERENT.

    Zzainy..

  10. Wel, I already have batteries in my Gilette raisor, why not try it in mascara :-)

  11. Profile wp-user-avatar wp-user-avatar-60 alignnone photo of Farrah farrahraine

    No thanks, I will take the DIY route and just wiggle the brush back and forth and as I comb it through. What if it gets stuck in the vibrate mode, how to explain that buzzing noise…and the spinning and wiggling near the delicate eye area. I can already see the lawsuits.

  12. Sanayhs

    I must admit that I’m rather inclined to think this is ridiculous and unnecessary. It’s simply overkill.

  13. Jennifer

    Not for me… I’ll be sticking to regular mascara, since I’ve got it the way I like it. This all seems a bit silly to me – kinda like “they” are just putting crazy stuff out there to see exactly what we’ll pay $40 for, while “they” are off laughing in a back room somewhere.

  14. J.a.F.

    I’m not interested – I can do this myself. Also – does anyone else think it’s goofy how fast the “green” movement has faded? Presumably, there’s some kind of battery in this, right? And that goes right into the landfill, I’m presuming. I already struggle with the amount of waste involved in my makeup “hobby”; like I need this on my conscience, too.

    (you can totally delete this part – I’m just too lazy to email you directly – but I saw that Estee is bringing out Sumptuous mascara in the UK. Any idea when/if that will hit stateside?)

  15. grace

    seems like they’re all taking the business away from spinlash. tsk.

  16. Mirth

    ha ha … can these be used for something else too? ;)

  17. HeavenLeiBlu

    LMAO @ Mirth! that’s exactly what I was thinking! Bzzzzzzzzzzzttt!

  18. diane webster

    Since Lancome is the leader in mascara and the best in the WORLD will definately be picking this one up!!!

  19. Erin

    Wow. What will they think of next? I applaud the creators and pity the customers…..If mascara is this important in someone’s life, they may want to reconsider their priorities.

  20. Sharron

    this product is brill for those of you with small eye lashes….Just hold the brush straight and it will do the work for you……
    Cost me £31 but has come down in price slightly but worth every penny