On July 17th, Estée Lauder will release a “battery-operated, vibrating, all-effects mascara”, TurboLash All Effects Motion Mascara. The mascara will retail for $30 and sold at exclusively at Saks Fifth Avenue, and will ne available at other retailers later this year.
TurboLash vibrates at 125 micropulses per second, and the formula consists of a “rapid-release gel formula composed of jellied water, olive oil and paraffin waxes, which nearly liquefies for application and immediately solidifies upon contact with the lashes. The remainder of the formula is a blend of micas, microspheres, kaolin clays and cellulose gums.”
Hot on its heels, Lancôme will launch Ôscillation, a mascara that provides a 360-degree coat around each and every lash, this fall. The flexible, polymer-based brush vibrates at no fewer than 7,000 vibrations per minute for “perfect formula application” that extends, curls, shapes and thickens lashes. The wand is battery-powered and turns on a 3-centimeter motor.
Ôscillation has four patents for technology and formula and was created by a team led by Jean-Louis Guéret, the designer of all Lancôme mascara brushes. The King of Mascara, Guéret has been the father of nearly 400 mascaras during his illustrious career.