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What’s In Store: Brush Off

When it comes to mascara, look for myriad new brush shapes and high-tech formulas to battle it out at beauty counters this month.

Appeared In
Special Issue
Beauty Inc issue 02/08/2008

01 Awake Roll Curl Mascara
The itty-bitty coil wand curls even the most infinitesimal lashes while almond oil makes them shiny and vitamin E, gingko and watercress keep them healthy.
($26; Henri Bendel, neimanmarcus.com)

02 Lorac Visual Effects Mascara
Curl, separate and lengthen in one swipe with this flexible four-sided brush that contours to the lash line to catch every last strand.
($19.50; Sephora, beauty.com)

03 Clinique Lash Power Mascara
This long-wearing formula (already a hit in Asia) purportedly stays put for up to 24 hours and is resistant to rain, sweat, humidity and, yes, tears.
($14; Clinique counters)

04 Cargo Blu_ray Mascara
Formulated for use in high-definition environments, the comb brush separates and defines without depositing eye-detracting clumps.
($20; Sephora, sephora.com)

05 Prestige Volume Mousse Mascara
The feathery mousse formula features air-infused cream to keep lashes looking plumped but not weighted down.
($5.95; mass retailers)

06 Rimmel Eye
Magnifier Exact Definition
Talk about eye-opening. The plastic bristles on this lengthening wand are said to lengthen lashes up to 70 percent.
($6.75; mass retailers)

07 Avon SuperShock Mascara
A dual performer that features a thickening base coat and volumizing microfibers plus a megawand for ultrathick lashes.
($8.50; 800-FOR-AVON, avon.com)

08 Jane MaxLash 2 Xtreme
This double-ended wand features a lash-separating comb on one end, a lengthening mascara on the other.
($4.99; mass retailers)
 
09 La Cross Detail Mini Eyelash Curler
A tiny gadget designed to precisely curl lashes a section at a time, even hard-to-reach places like eye corners.
($3.95; mass retailers)