BUBLE

6.1.16

REVLON OVERHAUL THEIR MASCARA CATEGORY: EVERYTHING YOU KNOW IS DISCONTINUED

Big news if you're a fan of Revlon, and particularly their mascaras. This January they're completely overhauling their mascara category and discontinuing every single product that's currently on shelf. In an effort to modernise the brand and simplify their offering (as well as saving valuable shelf space,) they're replacing their huge portfolio with five easy to understand tubes. If you've ever stood in front of one of their stands at Boots and wondered what on earth you should be buying, then this is good news - as they've removed all the complex and unnecessary names, replacing them with clear product benefits that make the shopping experience so much easier. You can choose from Ultra Volume, Super Length, Dramatic Definition, Volume & Length Magnified, or the Ultimate All-In-One which claims to provide the best of all four in one tube. It's a mascara revolution!


Revlon is definitely one of those brands that I'm a big fan of, but because they don't innovate as much as others it tends to get a bit lost. Last year there was practically no newness and only a few shade launches, meaning it's hard to bring you news and info - even if the products are really quite fabulous for their price point. That's changing in 2016 though, as this mascara revolution proves. I've put them all to the test over the last couple of days and can honesty say they're all really rather good. Having been a fan of Grow Luscious for years, it's no surprise that Super Length is my personal favourite seeing as it has the same brush and even a hint of green in homage to the original; it actually provides lots of volume too, creating a wide-awake lash line that's comparable to much pricier alternatives.

Volume & Length Magnified offers a slightly smaller brush and lots of length, but ironically I found it offered less volume than Super Length; Dramatic Definition and Ultra Volume offer up an alternative brush type for those of you that have your personal favourites (I think these are based on Fabulash and Lash Potion,) while All-In-One is a completely new concept for the brand. The slightly odd looking brush head is actually a loop with a hole in the middle, helping to scoop up as much formula as possible; it claims to provide volume, length, definition, lift and intense colour - but as with anything that tries to tick all the boxes, it doesn't do any one thing particularly well. It's a good all round daily mascara, but I personally prefer to benefit from the intensity the other single benefit products offer rather than compromising on the final result.

This is a great move from Revlon. The packs look incredible and totally modernise the brand, which has definitely become a little stale and out of date in recent years. I adore the simplicity of the offering and how they've really tapped into the trend for stripped back beauty; we don't want to be overwhelmed with promises, but we do want products that offer exactly what we need. If you're a fan of one particular Revlon mascara then I'd definitely shoot down to Boots and stock up while you can (the good news is they're all £4.99 at the moment in an attempt to get rid of the current stock!) but you should also be able to find a new alternative from this five-piece collection. I don't have an exact date for the launch of these yet, but you can get a sneak preview and more detail on the US website here. Here's to a great 2016 for Revlon and more awesome launches - from what I've hear, this is definitely their year! Watch this space...

What do you think of this stripped back collection of mascaras? Are you crying inside at the thought of losing your favourite, or exciting to try the new offering?


The new five piece Revlon mascara collection launches into Boots, Superdrug, Amazon and Tesco this January. All five mascaras are priced £9.99.

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22 comments

  1. ive never tried revlons products and i dont know why! I'm sure their fans will be rushing to stock up on their older mascaras, but I look forward to trying one of these, maybe the super length one :)

    i wonder if they will rebrand their foundations too?!
    Pam xo/ Pam Scalfi♥

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  2. I haven't tried any of their mascaras before but with this new concept I'm excited to see them in store! I want them all to be honest but I'm going to start with the all in one and see how it goes! :) I think is a very clever idea and will bring more people to their shelves! :) xx

    Sara | www.marybloomy.com

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    Replies
    1. They do some amazing mascaras, but I think they got a bit lost - hopefully this will boost them a little!

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  3. It's great that Revlon want to strip back their mascara's but to me the new design is a bit boring and remind me of highlighter pens... I just hope they don't consider changing their lip butters!

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    1. I don't think they're going to change everything - just the categories where there's a lot going on. Their lip products seem to be the most up to date.

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  4. I don't think I own anything from Revlon but I love the sound of these! I don't even know which one I would choose as I want to try them all, think I would try the all in one first

    Lauren x | www.laurenapowers.blogspot.com

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  5. Oh I like this! I like the simple sleek packaging & easily identifiable lids. I do like Revlon mascaras and I am excited to get my hands on their new packaging
    http://www.letstalkbeauty.co.uk/

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  6. I'm actually really looking forward to this! I like the simplification and that they're designed to do what they say on the tube :) some product names are so misleading or random, it's nice to be able to pick up the product and know what it does right away xx

    Jasmine Talks Beauty

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  7. I love these - they are like jelly beans :)

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  8. That's a brave move from em'! Look forward trying these beautiful things :)

    Bonitarochelle.co.uk

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  9. It appears quite a risky move to complete scrap all of their existing mascaras but I hope it pays off for them. If fans of their mascaras can't find one in the new line-up that matches their previous favourite I would imagine they'll be quite annoyed. I'm not sure that I've ever tried one of their mascaras before as Revlon isn't really a brand I turn to, I'm not sure why though x

    Becky @ The Little Blog of Beauty

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    Replies
    1. I can just imagine the tears and ebay searches! That's why I've written this with notice so people can stock up if they want to.

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  10. Wow i am so excited, i can't to try the all in one mascara!

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  11. I can't wait to try these mascaras, they look so good! I have never tried a Revlon mascara but now I think I have too!

    https://oneofthosecrazygirlsblog.wordpress.com/

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  12. I love Revlon but I've never tried any of their mascaras, they look great! I find it really interesting that they've overhauled the entire collection!

    www.ashbam.com

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  13. I'm not sure how I feel about the new packaging! It's lovely and simple but I kinda feel like they're too basic! Maybe IRL they look better? xx

    www.ohhellomango.co.uk

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  14. This is really interesting. Great to see some innovation from Revlon who tend to stick with the same stuff. I'll be sure to give them a go, more out of curiosity than anything else.

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  15. Ergh. I'm totally just going to have to buy them all now, you are such an enabler!!

    http://www.sophiefossil.com

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  16. Anonymous12.2.16

    I am devastated. Not only do the new products feel and look cheaper, for the same price, but the quality of the new mascaras is poor. I have been using Grow Lucious since it launched and I used to receive so many complients.

    It feels like they have re-branded with some cost cutting, but expect consumers to pay the same price for a cheaper product (just my opinion).

    I'm officially on the hunt for a new mascara :(

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  17. New stuff SUCKS. All my favorite mascaras have been cancelled. I'm very disappointed feel disrespected by the company. I relied on those mascaras, no other mascaras compared....THE NEW ONES ESPECIALLY DONT.

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  18. Anonymous10.6.16

    The new mascara's in no way compares to the standards of the old ones, especially the grow luscious mascara!! Totally agree the above comments, revamped with cheaper ingredients, quality sucks.

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  19. Anonymous27.10.16

    I have been trying the All-In-One formula. It's pretty terrible. It clumps and flakes. It's difficult to remove it with makeup remover. It is so hard on my lashes it makes me fear for their health. The worst really is the flakes, though. They are hard. I had a bunch of it flake into my eye and it was very painful. I thought my cornea was going to be damaged before I got them out! Absolutely awful.

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