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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)

This story first appeared in the February 8, 2008 issue of WWD.  Subscribe Today.

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)