Home > Fall 2011 RTW
The claim: stimulates lashes for a 638% increase in lash volume and increased appearance of length, growth and strength.
The experience: For all the highfalutin promises, multiplEYE mascara ain’t all that. (I’m specifically talking about the mascara and not the natural lash enhancer which is a totally different conversation.)
Let’s parse their claim for subtext, shall we?
Whenever you run up against the word “appearance” in a cosmetic or beauty add, use common sense. “Appearance” usually equates to “temporary,” as in no lasting results.Tarte was careful to craft the statement to read that the product increases the appearance of growth. Surmise from this linguistic trickery that no ingredients contained in this mascara will actually grow lashes à la the prescription lash stimulators. In fact, Tarte disclaims in the small print:
multiplEYE™ clinically proven natural lash enhancing mascara is not intended to treat, prevent, cure, relieve, resolve, stop or reduce hair loss or to promote the growth of hair. Do not get in the eye. Rinse immediately if contact with eye occurs. If irritation or redness occurs, please discontinue use.
Well that explains the burning sensation.
As for the 638% increase in lash volume – in my experience, bollocks. Don’t expect the rush of a major impact lash with Tarte multiplEYE mascara. All in all, this one is a lashluster disappointment.
Josie Maran, best known for her stint as a cheesy Maybelline spokesbitch and Sports Illustrated Swimsuit model, launched a “natural” beauty line with the goal of using sustainable, cruelty-free, and ethically sourced ingredients where possible.Let’s acknowledge the obvious: natural makeup doesn’t have the best reputation for performance. Good face isn’t up for compromise. Therefore, natural makeup must be judged against the same standards as its synthetic counterparts.When compared with other luxury brands, Josie Maran’s GOGO Instant Natural Volume Argan Mascara fails to impress. For starters, the brush isn’t great. Add to that the clump of product that failed to disperse and sat on the end of the wand defiantly. Third, the formula causes lashes to stick together into little spikes. Not especially lengthening or thickening, GOGO Instant Natural Volume Argan Mascara is utterly mediocre.Josie claims the mascara contains organic, cruelty-fragrance-toxin free ingredients, however glance below – some of the components are natural, but there are definitely a few WTFs on the list.
Water, Styrene/acrylates Copolymer, Organic Copernicia Cerifera Wax, Dilinoleic Acid/propanediol Copolymer, Glyceryl Stearate, Stearic Acid, Oleic Acid, Polyvinyl Alcohol, Ci 77499, Tromethamine, Black 2, Kaolin, Pvp, Mica, Organic Argania Spinosa Kernel Oil, Organic Beeswax, Hydroxyethyl Cellulose, C18-36 Acid Triglyceride, Aloe Barbadensis, Lecithin, Potassium Sorbate, Hexylene Glycol, Laureth-4, Panthenol, Simethicone, Sodium Carboxymethylcellulose, Phenoxyethanol, Caprylyl Glycol.At $22, GOGO Instant Natural Volume Argan Mascara’s price point rivals that of Korres, Lancome, and Christian Dior’s mascaras, but in no way competes with any of these brands in lush-lashed results.
We’re about half way through the fashion marathon folks. Try and pace yourselves. Viktor & Rolf showed an impressive collection of architectural pinwheel shapes. Think a coat discussion is irrelevant now? These are the shapes for next year, betcha there are similar high-end clearance options still floating around. Now is the time to find a steal.
Black, white, bold color, pastels, and even patterns – really, almost anything goes. How magnificent is this Zac Posen full-length evening coat?
Don’t worry; trenches aren’t going anywhere.
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