25.11.15

THE NEW MASCARA TREND: SOFT AS A FEATHER LASHES (BUT DO WE REALLY CARE?)

The beauty industry thrives on innovation; we're always looking for the next big thing, the newest ingredient, the most revolutionary design. Many brands absolutely depend on newness to keep them in profit, relying on the buzz around a launch or a discount incentive to drive sales and justify their position in store. It's incredibly difficult to keep innovating and delivering products that genuinely provide a solution to a problem, so it's no surprise that there are also a lot of duff launches that really make me question the thought process behind them! Although we're used to seeing lengthening, volumising and either separating mascaras, there appears to be a whole new category emerging around the texture of lashes; 'velvety smooth' seems to be the offer of the day, replacing often spidery lashes with a result so soft it almost feels like your lashes are naked. But the question is, do we really *need* a mascara that leaves our lashes feeling soft?!


First to launch in this category is Max Factor; their new Velvet Volume Mascara (£11.99) has been created to offer touchably soft and volumised lashes simultaneously. Formulated with an anti-brittle mousse for a velvety soft lash feel, the mascara builds volume quickly and easily without clumping or overloading lashes. Furthermore, anti-clump bristles coat and separate lashes evenly for a lash line that looks effortless - and yes, the result is very soft lashes that almost feel like they're free of product. In addition, soon to launch is No7's Velvet Lash Mascara (£13.50) which offers very much the same qualities. The formula glides on and builds incredibly easily, thanks to the concave shaped brush that delivers enough product to lashes to make a difference. Not only does this mascara offer a serious amount of volume, length and definition, but again lashes are left feeling almost as soft as they are in their natural state.

I've no doubt that both of these mascaras are actually very good and definitely worth picking up if you're in the market for a new one (the No7 one just pips Max Factor to the post in terms of result,) but I just can't get my head around *why* you would want super soft lashes! I'm not in the habit of touching, playing with or stroking my lash line - otherwise I would end up looking slightly worse for wear, with mascara flaking down my cheeks and stumpy lashes where the product had fallen away. I understand that we don't particualrly like the feel of really heavy mascara that leaves are lashes looking and feeling a bit spiky, but I just can't understand why anyone would wake up and think "today I must find myself a mascara that leaves my lashes super soft!"

As we step that little bit closer towards 2016, we will inevitably become a bit more accustomed to the understated looks and hues that have been seen on the catwalks. The theme for spring is definitely 'natural, radiant and youthful', so is this an extension of the trend - which uses the sense of touch and emotional attachments to the verb 'velvety' to convey a similar idea? Am I thinking a little bit too deep into essentially another mascara that's telling us we have a problem that it can solve? I dunno. But it's an interesting conundrum. I'm fascianted to find out if you guys are tempted by this concept, or are as baffled as me as to why you'd necessarily want really soft lashes in the first place. In my opinion the velvet addition takes a little away from the fact that these are both genuinely great products - but who am I to judge what the women of the world are looking for from their mascara!

Does the super soft finish that these mascaras promise appeal to you in any way? Or are you a bit lost as to why you'd need lashes that feel like velvet?

No7's Velvet Lash Mascara (£13.50) will launch into Boots stores nationwide on 26th December. Max Factor's Velvet Volume Mascara (£11.99) is available now.


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12 comments

  1. This seems a bit gimmicky to me... Unless the formula provides the same or better results but it is easier to remove? Apart from that I don't ready care what my lashes feel like x

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  2. A very interesting concept without a doubt <3

    Ashley
    http://www.ashleyelizabethbeauty.com

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  3. Every brand is looking for a way to stand out. This time last year it was drugstore mascara a with argan oil in, then cucumber. Hopefully next it will be unicorn tears. Sophie x ps saying that I give myself a week before I cave and buy it.

    www.sophieblunt.com

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  4. I am not sure whether I would feel the need to buy any of these mascaras. I am still loving big dramatic lashes

    Lauren x | www.laurenapowers.blogspot.com

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  5. Not sure how I feel about it, I guess it's an interesting concept tho!

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  6. I really don't care about mascaras any more, as long as they thicken and lengthen my lashes. Mascara is the least important thing in my makeup bag!

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  7. I'd much rather have long fluttery lashes then soft ones tbh!

    Claudia Harriet

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  8. Clbnolan25.11.15

    I rarely wear mascara as I can't stand the brittle feel or look of it (I can just about stomach Chantecaille) so I'm looking forward to trying these new ones. Now if only they can make it in a tubing formula too.....

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  9. It probably will make a difference for people with very soft and brittle lashes, where any stiff, hard load can cause damage.

    I'd definitely be interested in trying these.

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  10. i honestly dont see the point either...
    Pam xo/ Pam Scalfi♥

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  11. Hmmm, I'm a bit stumped too! Personally, I like my mascara to look natural - not spidery OR velvety. Perhaps I'm demanding too much... So long as my lashes are extended, are darkened, and look voluminous, I'm happy! What about you?

    I also really like brown mascara for more 'natural look' days. So, I'd try these if they did any of the above, but the 'velvet soft' thing be nothing more than incidental!

    Flora :)

    www.hardyandhay.com

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  12. I'd probably like the feeling of this as I hate when my lashes feel hard but I feel like they wouldn't compare to lash sensational. It's the only mascara that keeps a curl in my pretty straight lashes

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