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It is mascara galore today, as I feature an article by Livia Mercer, founder and editor of The Beauty Review, the number one on-line beauty and cosmetics magazine in Australia and New Zealand.

Trained and qualified as a beauty therapist, Livia is someone that is truly passionate about beauty. She has worked for several cosmetics companies and owned a hairdressing salon. She then founded and edits her own magazine to help consumers make informed decisions in shopping for beauty products, as she believes that more information and education about cosmetics is needed from an unbiased medium.

The thing I love the most about this magazine (apart from the free subscription) is the Product Reviews, where beauty products are reviewed by a panel of consumers each month. We get to see a good range of feedback of each product, which I think is very refreshing.

Now, reviewing some of the best mascaras around, take it away, Livia!

Mascaras are the most often purchased makeup product on the market. Considering you are supposed to replace your mascaras every three months chances are you will purchase over 250 (give or take a few) mascaras in your lifetime. Therefore cosmetic companies are desperately trying to come up with newer and better formulations to catch your eye so it is their mascara you will be buying next. I’m not complaining at all.

I love all the new textures, formulations, brushes and innovations that are being put into mascaras. It is just so hard to keep up with them all.

To help you in this regard we have bought together some of the latest and the best mascaras (according to us). If you have your own favourites, feel free to write to us and tell us why.

Christian Dior, Diorshow Blackout. Spectacular Volume Intense Black-Kohl. This mascara will give you the most powerful and intense black colour using kohl that has been used since the ancient times to intensify the eyes. It uses a derivative of Arabic gum, similar to that used to set the Egyptian hieroglyphics for eternity. This added to a Black fix complex ensures your Charcoal- like finish remains perfect throughout the day.

Max Factor Masterpiece Volume and Definition Mascara. The secret to this mascara lies in the design of the patented brush. It is made of thermo plastic, rather than nylon, so they are uniquely soft and flexible. This means they can conform to reach every last lash from root to tip. The brush design is exactly the right size to reach the base of the lashes. It has the flexibility to reach and define even smaller lashes, bottom lashes and those at the inner and outer corners of the eyes.

Yves Saint Laurent Everlong Mascara, the first mascara with two-way lengthening action. An instant make-up effect with the new generation brush that also uses plastic bristles and is so supple it allows you to perfectly separate the lashes while coating them from base to tip. Then it has a longer term treatment action, thanks to an innovative Lash Growth Booster complex that stimulates the growth of the lashes and protects them from drying out.

L’Oreal Telescopic Mascara. Once again a unique brush design. It is called a precision multi-comb and it is a four sided brush that initially takes some time to get used to but it really does give you a fantastic effect. The formulation contains extremely fine wax globules which creates a smooth film that stretches, allowing for a very smooth application. It also has a special polymer that helps the mascara to lengthen the lashes and also has Pro-Vitamin B5.

Napoleon Long Black Mascara. Once again the brush takes centre stage with this mascara. This is actually a bent wand applicator that makes it really easy to get to all your lashes. The formula of the mascara is also very good giving an intense black look to the lashes and it also contains lash conditioners such as allantoin, candellia wax and beeswax.

Avon Superfull Mascara. This mascara again leads with the new patented Clean Build Brush. It is a thermoplastic design that creates natural volume by separating and combing the lashes while delivering more mascara continuously from the base to the tip. The formulation of the mascara is called an anti-static building formula and it has a clump free delivery.

Couleur Caramel Mascara. For all those ladies who suffer with very sensitive eyes, now we have an 87% natural mascara. It is solvent-free, mainly composed of water, canuaba wax, shea butter and acacia resin. Comes in 4 colours and 2 brushes, one for short lashes and one for long.

(text and images from The Beauty Review, June 2007)

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