Avon Increases Eyelash Volume With New Mascara Brush

Jul 30, 2013 | Contact Author | By: Katie Anderson
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Title: Avon Increases Eyelash Volume With New Mascara Brush
  • Article

Avon has utilized feedback from 2,000 women and 5,000 hours of research to launch a new way to apply mascara. Mega Effects Mascara replaces the standard wand with the Wonderbrush, a multi-dimensional brush that lifts top and bottom lashes from root to tip in a whole new way.

The Wonderbrush fits the curve of the eyes and can be used at 12 different angles for a corner to corner lash transformation. The bigger bristle area combs through lashes easily for clump-free volume, putting 40% more mascara to lash*.

In addition to producing voluminous, clump-free lashes, the mascara is also said to be sweat-proof, non-smudging and non-flaking.

 "There hasn't been true innovation in mascara since the 1950s. We realized there was a need for an improved application process and Avon is changing history by introducing a breakthrough with ergonomics in mind that will change the mascara application experience," added Lisa Lamberty, executive director of color R&D at Avon.

Ingredients: Mega Effects Mascara: Water (aqua), Paraffin, Stearic Acid, Acacia Senegal Gum, Beeswax, Copernicia Cerifera (Carnauba) Wax, Triethanolamine, Hydroxyethylcellulose, Panthenol, Phenoxyethanol, Aminomethyl Propanediol, Methylparaben, VP/Dimethiconylacrylate/Polycarbamyl/Polyglycol Ester Acrylates/Ethylhexyl Acrylate Copolymer, Disodium EDTA, Propylparaben, Polyquaternium-10, PEG-12 Dimethicone, Dimethicone, Sorbitan Stearate, PEG-40 Stearate, Silica, Laureth-21. May Contain (+/-): Iron Oxides, Chromium Hydroxide Green (CI 77289), Chromium Oxide Greens (CI 77288), Mica (CI 77019), Titanium Dioxide (CI 77891), Ultramarines (CI 77007), Black 2 (CI 77266), Red 40 (CI 16035), Red 40 Lake (CI 16035).