Featuring balls, spikes, and needle-like quills galore, new mascaras these days tend to look like medieval torture devices rather than lash-enhancing wands of magic. L’Oréal’s latest mascara offering, on the other hand, isn’t too far of a departure from the typical bristly baton, although it does feature a unique shape that’s promising to deliver serious lash-lengthening results.
From the brand that created the cult-favorite Voluminous Mascara, L’Oréal is now updating its hit mini-line with the introduction of Voluminous Butterfly Mascara ($8.99) launching in October. The new fringe booster is designed with an original wing-tipped asymmetrical brush and comb-like bristles that increase in length along the base, which are meant to splay out lashes at the corners.
“In the process of intriguing the customer and creating something innovative, cosmetic companies often produce so many outrageous and newfangled wands that frankly, I think complicate the issue,” consulting makeup artist for L’Oréal Paris, Billy B., told ELLE.com. “I’m a total skeptic about mascaras as a makeup artist and a consumer because of that. But this wand just makes sense.”
He continued by explaining how it works: “When you’re applying mascara, people either hold the wand horizontally in line with their lashes or vertically to get those lashes in the outer corners. Wands didn’t reach the outer lashes before, which is why you had to turn and manipulate your wand. This new wand has a curved base, which mirrors the contour of the eye, and bristles that flare out. So as you apply your mascara, these long bristles grab, separate, encapsulate, and coat your outermost lashes, which gives you the winged-out effect. It hugs the entire lash line in one sweep. It’s a very practical application.”
Although so many brands are eager to capitalize on the latest en vogue beauty fads, Billy is quick to assure us that this look is here to stay: “This is not a trend. It’s the iconic lash shape. Every beauty icon past or present has this flared-out look. Think Marilyn Monroe; think Brigitte Bardot. You’re really creating a more extended, bigger, sexier, elongated eye.”
Talk about an intriguing butterfly effect, indeed.