TurboLash All Effects Motion Mascara will be launched in Saks on July 17th. I've been trying to work out why a battery operated, vibrating mascara applicator would be a necessary addition to one's life. Perhaps someone who's lashes are so long as a result of using Jan Marini's eyelash enhancer might benefit. But how? Does it speed up a task that takes all of 30 seconds? Why would you need 125 micropulses per second?

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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