BEAUTY

The War of the Wands

Mascara brushes have been expanding faster than J. Lo's belly. The concept of the extra-large wand isn't brand new (Benefit introduced Bad Gal Mascara in 2002 and Dior Beauté's Dior Show came out in...


Mascara brushes have been expanding faster than J. Lo’s belly. The concept of the extra-large wand isn’t brand new (Benefit introduced Bad Gal Mascara in 2002 and Dior Beauté’s Dior Show came out in 2004). But, recently, the steroidally-large brush, supposedly designed to bestow copious amounts of pigment to lashes, has spawned a slew of new mascaras, all with giant wands and in-your-face adjectives. In just the past few months, our mascara bin has been loaded up with a plethora of new lengtheners, among them Neutrogena Healthy Volume, Cargo Texas Lash, Stila Major Major Lash, Avon Super Shock and the biggest, by just a lash, Lorac Lotsa Lash. While standard mascara brushes are usually around 2 centimeters in length, all these new ones clock in at around 3 centimeters, and are proportionally fatter to boot. Of course, no one would ever fess-up to me-too motivation, but points must be given to Avon’s Global Creative Color Director, Jillian Dempsey. When she recently introduced Super Shock to a small group of editors, she wagged the big new brush in the air and, laughed, “Watch out, Dior!”