The mascara industry in particular is chockablock with examples of marketing campaigns that have seriously superseded the products themselves.
When a small tube of black gunk becomes ‘lash-sculpting formula enriched with undetectable and ultra-supple 4mm fibres”, you know there’s been some serious flip-board action going on in the marketing boardroom.
The question is- what do I really need from my mascara? Do I need microscopic structuring formula and an aerodynamic ‘wand’? Do I need 500x more eyelash than I already have? Do I really need to be defying gravity on my face?
I have chosen the mascara with what I consider to be the most overdramatic, preposterous advertising campaign in the industry. I intend to sift through the marketing lingo to find out how it really compares to all the other thousands of small tubes of black gunk on the shelves today.
LO’real Lash Architect 4D claims to be the first false-lash effect in 4D. Because 3D was ‘so last season dahling’, LO’real has taken us into a whole new space-time continuum.
It comes in a space-age style tube, all angles and silver metallic. I have to admit I like the feel of it in my hand; there is definitely something rather sci-fi about it. Let’s call it sci-fi chic.
The ‘wand’ (or light sabre) itself is long, elegant and easy to maneuver across my lashes. It retains the mascara well so I don’t have to keep dipping the brush, which is a plus.
According to the description, the mascara has 4 functions: to volumize, lengthen, texturize and curve.
I’m treating this claim with a fair amount of skepticism, so after the smooth, easy application, I am pleasantly surprised by the outcome. My lashes really do look longer, thicker and more curvaceous – without looking clumpy and cheap. It dries pretty much instantly too so there’s no risk of panda-eyes or smudging (and luckily didn’t send my eyelashes spinning off into hyperspace).
It has an over-the-top advertising campaign with a ridiculous misuse of scientific terminology, but all the same it turns out that LO’real lash architect 4D is a genuinely effective lash-enhancing, curve-embellishing, texture-intensifying, volume-boosting, life-improving ebony-hued sculpting formula.
In the end, despite my skepticism, I do believe it was £11 fairly well spent.
To find out more, visit Lo’real.