Dept of Daft: Estee Lauder to launch vibrating mascara
Estee Lauder's head of global marketing, Elana Drell-Szyfer, has clearly agonized over this as well. "There is a relationship between vibration, length, volume, separation and curl." Its worth reading that again to appreciate how spectacularly meaningless it it. Still, Elana's is not an easy job.
Lancome is also getting into the burgeoning vibrating mascara market and is going to launch Oscillation later in the year. This will vibrate 7,000 times per minute and will deposit a specially made ultra-fine mascara.
Although Estee Lauder claims its product is revolutionary, there has been a vibrating mascara applicator on sale at Target for a few months now. It is called Spinlash and at least has the merit of costing a mere $15. It also has a simple and practical explanation for why you absolutely need to buy it: it prevents clumping.
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