New to the Mascara Market

A cross-section of brands, A to Z, have been surveyed to focus in on some of the latest and most innovative mascara products and packaging on shelves now. From adding fibers or supplementing formulations with collagen and keratin, to staggering applicator bristles for maximum coverage, mascara technology has never been greater.

Avon’s Super Extend Extreme Mascara ($9) features a new dual-extension brush comb, which defines and builds lashes for a full fringe of long shiny lashes.

Benefit’s They’re Real Benefit’s They’re Real ($22) plumps up lashes with claims of a dramatic lengthening and volumizing formula. The secret: A brush with staggered bristles grabs lashes close to the root.

Clinique’s High Lengths Mascara ($15) stars a unique “willow” wand applicator, which features rows of strategically placed tines to comb through lashes, carefully stretching and separating each lash to new lengths. The “smart” applicator features a green comb applicator, which has one usable side composed of three rows of tines which are always covered with just the right amount of product to comb through lashes. The opposite side of the applicator always appears green, making it easy to recognize which side to use.

Cover Girl Lash Blast 24 Hours ($7.99) takes the long-lasting approach, promising fabulous lashes for 24 hours with one application.

Estée Lauder’s Sumptuous Extreme Lash Multiplying Volume Mascara ($23.50) uses a custom big brush in a new shape that offers all the thickening of a brush with the definition of a comb.

Not only is the packaging for Guerlain’s Noir G ($49; refill $26) innovative and beautiful, it’s refillable, too. Plus, it includes a hidden mirror.

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