The packaging, for starters, is beautiful, and this is something I am very much a complete sucker for.
The conical shape of the wand makes this mascara much easier to apply to corners and the lower lashes, without making a mess.
The finish is subtle and natural, but awesome. I love the doe eyed effect that really is quite doll like, or cute at least. The formula is absolutely not clumpy or thick at all. Instead, it is extending, separating and all round very fluent. My most reached for day time mascara by far.
Now, for the science bit... ;)
•Volumized, Extended, Lifted lashes
•Flirtatious lash fringe for a bold, curved and clump-free finish
•Precise, separated corner and bottom lashes
•New unique cone-shaped brush for an extremely smooth application, perfect for hard-to-reach corner and bottom lashes
•Nylon bristles combined with the exclusive FiberShineTM formula to sculpt, curl and load every single lash
A new, unique, cone-shaped brush provides an extremely smooth and clean application, precisely defining even your hard-to-reach corners and lower lashes. Combined with the exclusively developed FiberShineTM formula, it sculpts, curls and loads each lash for the ultimate shiny lash fringe. Lift and thicken every single lash without weighing it down. Push up your lashes for your most flirty, wide open eye look.