Effortless Mascara

Price:
$28 
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Category:
Makeup > Mascaras (regular) > Regular Mascara
Last Updated:
9/18/2013
Jar Packaging:
No
Tested On Animals:
Yes

There's a lot to like about this volumizing mascara, but it's not love at first swipe. It takes several coats to build any volume at all, so it's hardly "effortless"! Still, one or two coats will define the lash line with noticeable length, separation, and curl, but it takes more to get a wow effect.

This mascara wears well throughout the day without any clumping, smudging, or flaking, and is easily removed with a standard cleanser. Women with light-colored lashes will appreciate that the shades include a brown shade and a blonde shade that give softer yet "still there" color, but that aren't as harsh as black.

This is a good mascara overall, but it doesn't make good on its claim to accelerate hair growth with marine plant glycogen (which is technically a form of glucose, a sugar found in cells and not unique just because it comes from plants in the ocean). It also doesn't shield lashes against humidity, rain, and heat any better than any other mascara. Claims of this type are often made about mascaras that cost this much, as if the company can convince you that what you're about to buy is truly special. Don't fall for it: This doesn't distinguish itself in any unique way from LOTS of other mascaras!

Pros:
  • Lengthens, separates, and curls lashes well.
  • Doesn't clump, smudge, or flake.
  • Washes off easily.
Cons:
  • Doesn't effortlessly volumize lashes as claimed.
  • Doesn't accelerate lash growth as claimed.
  • Doesn't weatherproof lashes as claimed.

British fashion house Burberry has a long history, dating back to 1856 when the company opened its first store in Basingstoke, England. Initially specializing in outerwear, Burberry is credited with creating the first true “trench coat” for the British military in the early 1900s, which quickly gained popularity with the general public after World War I. In the years since their trench coat became a fashion staple, Burberry has become a global brand, and now has stores all over the world. In 2010, Burberry, taking a cue from other high fashion brands such as Armani and Chanel, launched its own line of cosmetics—Burberry Beauty.

Burberry Beauty’s lineup of products is relatively small compared to those of competing designer brands, but it includes all the basics: foundation, concealer, eyeshadow, lipstick, and blush. Unfortunately, many of the Burberry Beauty products have better packaging than performance, and definitely more style than substance. The bottles, compacts, and various cases look very high-end, with each product featuring the iconic Burberry “check plaid,” a pattern the company began using as its signature in the 1920s. Unfortunately, iconic brand symbols and pretty packaging don’t necessarily make for great makeup.

Despite its designer pedigree, Burberry Beauty is sadly mediocre—especially given its heritage and price point. If a designer name holds more allure for you when shopping for makeup, then Dior, Chanel, or Armani are all much better options.

For more information about Burberry Beauty, visit www.burberry.com or call (877) 217-4085.

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Paula Begoun is the best-selling author of 20 books on skin care and makeup. She is known worldwide as the Cosmetics Cop and creator of Paula's Choice. Paula's expertise has led to hundreds of appearances on national and international television including:

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The Paula's Choice Research Team is dedicated to helping you find the absolute best products for your skin, using research-based criteria to review beauty products from an honest, balanced perspective. Each member of the team was personally trained by Paula herself.

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