When it comes to mascara, it seems like there's always something new to try - but the innovations usually relate to the formula of the mascara itself, not the applicator. Apart from the rubber-bristled brush popularized by Cover Girl's Lash Blast (and, more recently, set in motion by Spinlash), I can't remember the last time the humble mascara wand got a proper makeover. Well, that's all about to change when Givenchy unveils its Phenomen'Eyes mascara in America next month.
Already available on French Sephora and set to debut stateside in August, Phenomen'Eyes boasts the world's first spherical mascara brush. You hold the wand vertically and coat each lash individually with the spiky ball, which dispenses a polymer-based formula to really coat and define lashes. It's safe to say that I've truly never seen anything like this. It'll be interesting to see how easy this applicator is to use, and whether it'll eventually catch on and become the new mascara sensation, filtering down to drugstore brands. And, hey, if it's a flop, we always have the new vibrating mascaras by Lancome and Estee Lauder to look forward to!
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