I've seen a lot of strange mascara concepts during my time as a beauty editor--vibrating wands, brushes that you can twist to change size and shape, and motorized spinning wands. But Avon's new mascara is really throwing me for a loop.
The brand's new Mega Effects Mascara, which is available in mid-July and sells for $10, is like nothing I've ever seen before.
It comes with a squat brush that looks like a cross between a paint roller and a cat brush (thanks to Leah for that imagery). You gently rock the brush back and forth to remove it from the tube, then bend it to make it the appropriate application angle for you. This is where it all fell apart for me.
From the time I tried my first Maybelline Great Lash mascara in seventh grade, my hand has been conditioned to hold a brush sideways and parallel to my eye. This brush goes against every natural mascara-applying instinct I have, since you have to hold it below your eye and brush straight up. Sounds like a minor point, but trust me, it's difficult. You know that awkward feeling of painting your nails with your non-dominant hand? It's like that, except dangerously close to your eyeball.
I can see what Avon was going for with this brush, which supposedly has been in development for six years and has 5,000 hours of science (whatever that means) behind it. The shape of the brush and arrangement of bristles is meant to help deposit more product on your lashes, and it definitely does that. Perhaps too well.
The brush's size and angle makes it difficult to control--the first coat goes on great and gives you impressive volume and coverage, but it's hard to tweak. Putting a bit of mascara on the inside corners of my lashes was near impossible, and a lot of makeup wipes died unnecessarily in the process because mascara ended up on my nose and all over my lids. It's also difficult to use on the bottom lashes, because the brush deposits way too much product there.
Anyway, I'm going to keep playing with it, because the volume is pretty impressive. Check out the video below and feel free to weigh in.