This mascara has clever packaging that allows the single brush to produce different results. It works because the mascara container has two different wipers. Inside any mascara tube, the wiper is what cleans the brush and controls how much mascara is deposited when you remove the wand prior to application. With Day2Night Mascara, you can remove the wand in one of two ways, depending on which part of the cap you unwind. Regrettably, neither side is all that impressive.
The Length option goes on sparse and thin and provides very little length; you basically just get some lash darkening and subtle definition complete with some smearing (but no clumps).
The Volume side promises up to 12x more volume, but it nearly keeps your lashes on mute! Thickness is minimal and this ends up performing similarly to the Length option, albeit with a wetter, gloppier application. This can be smoothed out with several strokes of the brush, but the results just aren't impressive enough to warrant the effort.
This is a rare misstep from Rimmel, though it's an OK option for those who don't expect much from a mascara.
- Two distinct looks from one mascara thanks to clever packaging.
- Doesn't clump.
- Neither the Length nor the Volume option produces impressive results.
- Not much for thickness and doesn't live up to its claims of twelve times the volume of normal lashes.
- Formula has a tendency to smear before it sets.
Rimmel is a London-based company that has been under the ownership of Coty since 1996. Coty's namesake presence in drugstores has vanished, but their history lives on via this acquisition. Once exclusive to Wal-Mart, the line has branched out and is now available in other drug and mass-market stores. Given the low to very low price points and several good products, this expansion is good news for cosmetics consumers! What's worth paying attention to when you come across this line are the mascaras, automatic pencils, and bronzing powder. The foundations and concealers are worth a look as well, but without testers, it's always a guessing game as to which color is best for you, and there are no options for darker skin tones. The needs-sharpening pencils are basic but worth a look, though a few of them smear terribly. There are dozens of nail polishes to consider, not to mention a pleasing lipstick and lip gloss selection. Actually, the Lasting Finish Lipstick deserves special mention for its elegant texture and fashion-forward colors, all for under six dollars.
My only significant complaint about Rimmel is the packaging. The tops to the blushes and eyeshadows are awkward and tricky to remove, though this is a minor technicality that's easy enough to live with, especially at these prices!
For more information about Rimmel, visit www.rimmellondon.com.
Note: Many Rimmel products featured on their Web site are not available in the United States; they are exclusive to United Kingdom drugstores. The products reviewed below are those that are consistently found at U.S. stores nationwide, specifically Target, Walgreens and Wal-Mart.