Estée Lauder plans to release its vibrating TurboLash mascara this summer in what is claimed to be the first battery operated application system for the product, and Lancôme will follow shortly with its oscillating offering.
The TurboLash All Effects Motion Mascara, will be gracing the beauty stage at Saks Fifth Avenue on July 17 with a US rollout planned later in the year.
Vibrating for perfect application "There is a relationship between vibration, length, volume, separation and curl," said Elana Drell-Szyfer, senior vice president of global marketing for Estée Lauder.
The innovative brush, which will vibrate at 125 micropulses per second, promises perfect mascara application.
A patent filed by Estée Lauder back in 2004 suggests that the success of the vibrating applicator may not lie solely with the application of the product to the lashes but also in the modification of the rheological properties of the mascara.
The movement can thin the mascara formulation and allow it to coat the bristles of the brush more evenly and effectively, explained the patent writers.
Oscillation separates and coats Estée Lauder has described the product as revolutionary however the US-based beauty company will not dominate the niche for long as Lancôme plans to steal the limelight with Oscillation later in the year.
According to the L'Oreal owned company the actions of the oscillating brush that moves with 7,000 vibrations per minute, organizes and evenly coats the lashes with an ultrafine formula designed specifically for the product.
And spinning avoids clumping A similar rotating product was launched earlier this spring by California-based Akasha.
Called Spinlash, the brush can be used in conjunction with the company's specifically designed formula or a consumer's own choice of mascara brand.
As the name would suggest, the Spinlash applicator rotates 360 degrees in both directions, which the company claims solves the clumping problem by simultaneously combing and coating the lashes.
Retailing at $15 in stores such as Target Spinlash is likely to be more affordable than the luxury offerings of Estée Lauder and Lancôme.