When I went for the Asian launch of Max Factor's False Eye Lash Effect Mascara (FLE) in Beijing in July, I was blown away by how big mascaras were in China. The launch gambit and all that hype about FLE seemed like the company had chanced upon a secret formula that liberated women from lash woes. Everyone around me fluttered their lashes and swore by it. Brand ambassador and celebrity make-up artist Pat McGrath said she carried at least 5 of those magic wands in her handbag wherever she went - not that I checked. But with that kind of launch exposure, I was compelled to believe that women of the world could really (and finally) say goodbye to false lashes.
Two weeks later, I tested it on several occasions, and concluded that better not dump your fake lashes into the bin just yet. FLE actually coats the lashes well, literally separating lash by lash, giving them full coverage. The end result is natural in a very girl-next-door way, but I don't think it replaces the drama of the most ordinary of fake lashes.
It can also get a bit clumpy with many coats. I'm not too fond of the brush as I find it too thick and it messes with my lower lashes while I'm still on the upper. However the waterproof version turns out to be great! Spent an hour in the pool and the lashes were still perfectly curled up and there was absolutely no signs of thining or fading colour- which meant that I spent a good 5 minutes dabbling with an oil-based eye-make up remover later in the shower.
I think too much of hype spoiled the fun for me. It's surely not a substitute to false lashes.