The lengths we’ll go to for the perfect mascara

Curious about what makes each of our products so special?

Every step of product development – from the original idea to how beauty business owners can best showcase it to their customers – has women at the centre, using their experiences to shape the product as well as incorporate feedback from others. 70% of our scientists – and 95% of our Representatives and customer – are women, all of whom have an intimate understanding of women’s beauty needs and desires.

Take our new Legendary Lengths Mascara, which challenges the idea that if you want length you need to compromise on volume.

“We aimed to break the paradigm that lengthening mascaras can’t provide volume. We started off by listening to what women want – a mascara that gives length without compromising on volume and the overall lash look,” says Candice Deleo-Novack, Head of Eye & Face Colour Product Development.

“I love a mascara that delivers a voluminous, impactful lash look without looking overly heavy,” she adds. “What I love most about Legendary Lengths is that I can achieve great lash impact – both length and volume – that looks authentic.”

Key to this was developing the perfect product formula and mascara wand.

“When developing a new mascara, it’s important to understand that the formula and brush work hand-in-hand to create the final look. If you were to change either variable, you’d end up with a completely new product,” explains Kelly-Jo McCarthy, Senior Chemist, Colour Product Development.

The result? A specially blended formula to deliver supreme length, while the firm, tapered silicone brush helps to apply the formula smoothly, separating and defining even those hard to reach lashes.

“I love mascaras that gives high length and volume – the more the better! I love Legendary Lengths because I don’t have to compromise on one attribute over another. I get amazing length while still getting a voluminous look,” says Kelly-Jo.

This glowing feedback was also seen during the testing phase, during which women sampled the product and shared their thoughts.

“Love love love this mascara! My lashes looked huge! They looked better than when I use my usual mascara which costs £35. I’d happily buy this mascara and swap it,” reports one participant.

Another participant adds: “This mascara was the best I have ever used, never smudged, went on the lashes evenly and stayed on all day and never ran, so is waterproof. A definite buy again product.”