Rather unusually the brush has a dip in the middle which allows you to reach every lash on the lash line in one swoop; so often with straight brushes you miss essential lashes, having to awkwardly manoevre the wand to ensure every lash is covered in product. The hourglass shape allows you to capture every lash in one motion, aiding application and allowing you to fan lashes upwards for a wide-eyed look. There's no need for an eyelash curler here, as the wand does all the work for you! Now the formula is available in 'extreme black' lashes are even bolder: the jet black colour creates a strong result that looks amazing with a smokey eye or slick of liner across the lid.
Essentially, the formula isn't thick or gloopy, allowing you to build up the result and apply multiple layers with no clumping whatsoever. I love a strong and bold lash look, now preferring to stay away from the irritating process of applying false lashes with a great mascara that creates practically the same result. This has really been a great product to get me ready on a Saturday night, knowing it will easily widen my eyes and create a jet black result that won't start to flake away at the first sign of heat. Because of the massive brush, it can get a little messy if you're not precise or don't have eyeshadow to blend away the mascara that can end up on your lid - for that reason this isn't, in my opinion, a product to use with natural or 'minimal makeup' looks. However, it's perfect for a strong look or for Saturday night party times.
What I also really love about the product is the chunkiness of the tube. It's got enough grip to really help you apply comfortably and safely, rather than fiddling about with delicate handles that get dropped every five seconds when you're in a rush. Innovatively, it's also got a lock on the cap when you twist fully on which helps to block out air and prevent the product from drying out; you hear a little click when it's twisted all the way, giving you the confidence that this will last you as long as you need it to. I'm really enjoying using this mascara and think it's definitely worth a go - at £4.99 it's a total bargain too.
Rimmel's extensive range is kept bang up-to-the-minute as it translates the look of London into new shades, products, packaging and advertising. But however creative and fashion-forward, Rimmel products are always easy to use, versatile and accessible, designed to encourage experimentation and self-expression. For great new ways to get the London look, just watch this space!
Disclosure: Compensation was provided by Coty via Glam Media. The opinions expressed herein are those of the author and are not indicative of the opinions or positions of Coty.