Beauty, Geekiviews

geekiviews: Oscillation, Mascara by Lancome

I had a day off work so I attend the preview of the new Lancôme mascara. Ôscillation, Mascara by Lancômeicon.

So the whole buzz about this mascara is that it vibrates. That knowledge brought out a lot of comments about eye poking and other injuries from most people. It’s not actually like that. The technology is nothing like your electric toothbrush. The brush oscillates at 7,000 vibrations per minute. Partner this action with a specially made formula and there you go. The oscillation aspect of the brush was chosen in order to mimic the way professional makeup artists would apply the product.

Jean-Louis Guéret, the designer of all Lancôme brushes gave a short talk about the product and the history of mascara. It was fascinating to be honest and it made me regret not getting into Chemistry when I had the chance. Could you imagine the R&D lab for Lancôme mascara!!!!

We were all given the chance to try the product out in addition to the demo. Even Jean-Louis used the product; that is dedication to your craft right there. His lashes looked fabulous.

So, what do I think. Well, I like it and it does a good job separating, lengthening and curling. Many people will have a hard time getting used to technique of applying the mascara because it’s a little different; you sweep up slowly from the base of the lashes. No wiggling necessary. I didn’t have much of a problem with the technique as it suited the way I apply mascara normally. It’s a much slower motion than what you expect.

You can safely put the brush near your eyes like a regular mascara brush. It’s vibrations are so small that there isn’t an additional risk of injury.

You can customize how you want your lashes to look by adding more coats or by lengthening the tips. They can get pretty fake looking if you are looking for that. It definitely applies better than other mascara I own. It covers easily and without clumps. I used to think my little sample of Dior mascara was the best, but not anymore.

The only problem I have is the price. $39. I’m not a makeup junkie so I don’t think I would spend the money. I don’t wear mascara enough to warrant the purchase. Although this stuff is really making me reconsider the not wearing mascara often thing.

There is more than enough product to last past the 3 month shelf life (That’s right girls, you shouldn’t use mascara for more than 3 months after opening it!!!). The battery is built to last well beyond that too. You can also remove the battery parts for proper disposal instead of trashing the whole unit battery and all into the garbage.

Ôscillation, Mascara by Lancôme won’t hit stores until December 29, 2008 and will be sold at The Bay exclusively for one month. On January 30, 2008 it will be available at all regular Lancôme counters, like Holt Renfrew, etc.

We were warned that there isn’t a lot of stock of this product, so if you are itching to try it you’ll want to hit up The Bay opening day. I’m looking forward to see how the product actually does in the marketplace. I’ve seen bad reviews and good ones. I’ll be giving this thing ago for the next 3 months and I’ll let you know what I think after some more field tests.

The marketing:

“This mascara is like no other. It cannot be compared to other mascaras. It is totally unique. My objective for over 30 years has been to further enhance eye beauty”, explains Jean-Louis Guéret, designer of all the Lancôme mascara brushes. “After years of research, I have come to the conclusion that the application of the formula around the lashes in a non-random, ordered way, charging the lashes homogenously, declares a new era in lash make-up. With oscillatory movement, the make-up result is truly unique and Lancôme creates the revolution on all levels.” Patented by Lancôme, the brush, oscillatory system, wiper and formula all work together in perfect synergy.

The longitudinal micro-oscillation system of the powermascara performs no less than 7,000 vibrations per minute for perfect formula application and ideal 360° coating around each and every lash. Micro-oscillation is activated as the thumb presses the applicator. Place the brush at the root of the lashes and smooth it towards the tip, all the while maintaining pressure on the button. Thanks to its micro-oscillations, the powermascara allows each lash, even the shortest and most hidden, to be perfectly coated and reshaped from root to tip. This controlled application method ensures no gaps are left and allows every lash to be coated 360° in intense black. This simple technique ensures lashes have a pure finish, with absolutely no trace of clumping.

The texture is ideal to work with as it allows for repeated applications to obtain an ultra-sophisticated result. The applicator’s affinity with the formula helps to open up the eyes, giving them new depth, without any risk of over-application.

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Anita Clarke is an Engineering Storyteller and the founder of the fashion blog “I want – I got.” She was one of the first and most prominent online fashion writers in Toronto and Canada.