rinnah’s consumer views|what a consumer really wants and thinks about products and services

Tagline : Lash curler no longer required

Description : New Lash Power™ Curling Mascara holds a curl for up to 24 long hours. Celebrate dramatic curl achieved through a formula that stretches lashes to their limits and a wand that scoops up, lifts up every last lash. Won’t smudge, flake or smear. Lasts through rain, sweat, humidity, tears, yet removes easily with warm water. Ophthalmologist tested. Appropriate for contact lens wearers. Allergy tested. 100% fragrance free. Formulated for Asian eyes.

Colors : Black Onyx, Dark Chocolate

Packaging : 6ml

Recommended retail price : MYR 75

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My review :

This review originally appeared on my old blog on 15 May 2008.

I got my hands on a free travel-sized sample of the Lash Power™ Curling Mascara in Black Onyx and immediately put it to the test.

The packaging for the travel-sized sample is a plain gray plastic tube, which does not resemble the real thing, which is a matte silver slim tube.

The brush head is small and slightly curved, which I suppose is meant to help you “catch” every last lash for the curling effect. I like that the brush is teeny enough to reach the fine lashes at the corners of my eyes, unlike previous mascaras which I’d used that had big chunky brushes. But of course, brush size is a matter of personal preference and also depends on what you want your mascara to do. If you’re going for volume, then a bigger brush would work wonders. But if you prefer length like I do, then a smaller brush allows for better control. (Note: Since I received a travel-sized sample, I’m not sure if the original packaging brush size is the same – the Clinique counter I visited did not have an opened sample.)

The first few swipes of the brush resulted in lengthening of my lashes, but defining the curve took a little bit more work since I don’t use a lash curler to assist me. A colleague who analyzed the end effect for me said that the curl was not as visible as she expected it to be, but I think it’s because the major effect of this mascara on me is that of length rather than volume and curl. There is some noticable difference when I look closely in that my lashes are curling upwards but only towards the end. However, it did do a nice job of “opening up” my eyes without seeming overly mascara-d, which is a look I try to avoid at all costs, and looks very natural. I did find the first application to be a little clumpy right out of the tube and it required multiple swipes of the brush to even out the distribution on each lash. (Not sure if the reason is because it’s a sample?)

This mascara dried nicely and instantly, so I did not end up smudging my lower lashes when I blinked. The staying power is commendable as even after 12 hours, my lashes still looked as they did when I first applied the mascara. Nice!

And for those who like me have found removing mascara (especially the waterproof type) a huge hassle even with make-up remover, I think I’ve found my perfect product. Like the claims say, it removes easily and simply with warm water. I used warm water from my shower, splash splash and voila, the mascara began to remove itself just like that. Of course you will have to rinse a few times to make sure that the last vestiges of mascara are fully removed, but this is the easiest time I’ve ever had in removing mascara (and oh yes, it removes cleanly – no stray lumps clinging onto my lashes at the end). Needless to say, I love this aspect of the product.

Yes factors : Nice length achieved, small brush head for reaching corners, excellent no-smudge staying power, easy to clean
No factors : Minimal curl achieved contrary to product claims, seems a bit clumpy when first out of the tube, careful application with a steady hand required

Read other blogger reviews here :
Renee