Mascara.. But Not As You Know It


You may remember a little while ago I posted a picture of this contraption and invited you to guess what it was.. many of you guessed correctly thanks to ad’s in the US where this is already available to buy but there were other ideas, my favourite of which was a root touch up – pretty genius! Well I can now confirm it is indeed the new mascara from Avon launching in the UK next month and for those curious I thought I’d give you a little look at what it is/does and let you know what I think of it now I’ve been using it for a few weeks.


The general idea is that it’s a mascara brush on a forwards facing, flexible wand which in my experience offers more variety to the angles at which it can be applied than you have with a traditional mascara. The brush lives in a ‘flat’ plastic tube, you use the flexible handle to pull it out but is also has a cap which more than anything else just makes the packaging look neater (not pictured). The bristles are rubbery and also flexible, this works for me, I generally prefer this kind of brush but if you prefer a big fat ‘Bad Gal’ style applicator I don’t think this will be for you.


I have a couple of gripes with this, I find it difficult to get to the root of my lashes without smudging the mascara on my eyelid.. that being said this is not an exclusive problem to this mascara, I’ve been known to have the same issue with others so I wont hold it against Avon. The second is that it’s not easy to get the brush out of it’s holster.. I’m assuming that this suction is keeping the product fresh and stopping it from drying out on me so again I’ll hold off on the compaints but it can be a little stubborn and I’m always a little nervous it will go flying and I’ll have a black smear on my carpet.


One big plus is how much easier it makes applying mascara to someone else, this is not a day to day occurrence for me but as and when I always found it the trickiest part.. this makes it a breeze so I would imagine it will be a hit with Makeup Artists. I also found that I could manoeuvre around my eye better while still retaining control of the brush, I can use it upside down/back to front with tiny adjustments and find myself catching more lashes that way so perhaps there is something to it after all.

I will admit I thought it was a bit of a gimmick at first but the longer I’ve used it the more I appreciate the smaller handle (doesn’t restrict me as much) and although it takes a little getting used to I think I could get on board with all mascara’s coming in this format from now on. I wouldn’t be surprised if we see at least one launch in Boots by the end of the year.

One comment I saw about this new mascara that took my eye (pardon the pun) was made by British Beauty Blogger who asked her readers if they thought perhaps they were ‘reinventing a perfectly good wheel’ – to that I would say no. They haven’t done anything special to the brush at all, it’s the handle that’s the new idea and in my opinion it works really well.

Miss BB

*PR Sample



  1. 21 August, 2013 / 9:49 am

    I have a small fear of eyes (after getting something stuck in my eye for 3 days) and whenever people do my mascara for me it usually takes a headlock and a great deal of whimpering on my part, I am definetly going to suggest this to my friend (the mascara applying one) to see whether this can ease her struggle with me in the future!! H x

  2. 21 August, 2013 / 10:46 am

    Really helpful post 🙂 I will definitely buy this mascara

  3. 21 August, 2013 / 11:15 am

    I’m so intrigued by this mascara, it looks like a paintbrush! I really want to try it 🙂 x x x

  4. 21 August, 2013 / 9:41 pm

    This looks so bizarre! x

  5. 22 August, 2013 / 10:54 pm

    It looks like they’re almost going back to how mascara used to be 🙂 Interesting!

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