Understanding Sephora's New Upside Down Mascara
How a new-fangled double brush may change the way we think of applying a makeup staple
This is not news -- heck, there's evidence that as far back as 4000 BC Egyptian women and men, used kohl to darken their lashes. In fact, long, luxurious eyelashes are so highly coveted that, as one researcher set forth in a paper called Beauty, Politics and Patriarchy, "The use of mascara helps to mimic neoteny, namely large eyes. Mascara pulls away the eyelash from the rim of the eye creating a doe-like illusion of larger, more open eyes. Wide eyes are culturally equated with youth, and may be subconsciously associated with innocence. Innocence and youth can prompt protective instincts as well as feelings of attraction."
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And, because we recognize the effect mascara has, folks are forever heading back to the drawing board to arrive at the perfect formula, the perfect wand, the perfect brush. Or even, gasp, all three.
It was that goal that precipitated the creation of the new-fangled Sephora Collection Upside Down Mascara ($22).
Its inventive double brush (think: BBQ tongs) is designed to create three looks in one using its paraben, sulfate and phthalate-free formula. Here's the how-to:
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"For ultimate volume, use the open wand by placing lashes between the upper and lower mascara brush to coat each lash with 360 degrees of volumizing pigment. To achieve a wide-eyed, long lash look, use the dual brush closed for maximized delivery. Create defined lower lashes with the closed mascara brush. Feeling bold? Use all three techniques together for a maximized lash effect."
Sephora, like any company that comes out with a new formulation or gimmick/gizmo, is betting on the fact that most of us have yet to find the Holy Grail of mascaras and won't rest until we do. Have you found the eyelash answer you've been looking for? Or, is the quest for the ideal mascara one that you're still on?