It has been a little over one year since the decades old drug-store staple Cover Girl released its Lash Blast Length Mascara. The sleek design of the tube in eye-catching yellow has become a staple of mine and here is why: compliments! Maybe its the fine brush and the no-clump formula that has my lashes looking photo-shoot ready and feeling soft. Or, the patented Elasta-Nylon formula that is making people stop me on the street to compliment my lashes. There is no caking, flaking or clumping with this product.
I tracked down Esi Eggleston Bracey, Vice President and General Manager, North America, Procter & Gamble Cosmetics, for the story behind the wand, the Elsta-Nylon formula and exactly why there are 450 bristles on the brush.
What is the inspiration behind Lash Blast Length Mascara?
Esi Eggleston Bracey: Women! Women express a desire for dramatic, longer lashes, but they have not found products at mass that satisfy their need. Our first ever flexible, lengthening formula mascara, LashBlast Length, coats each lash corner to corner, from root to lengthened tip. This is truly our next big innovation in lash length.
––What is the key difference between the Lash Blast Length Mascara and say, a designer brand that one can purchase in a department store?
EEB: The key to super long lashes is in the corners. We’ve learned that 8 out of 10 women look at the outer corner lashes first when asked to assess their lash length. Even professional makeup artists apply false lashes just to the outer corners to create a lengthened look. So the Super-Length brush is the longest brush ever produced from COVERGIRL. The brush has over 450 fine bristles, which is actually 20% more than LashBlast Volume, and features finer bristle spacing at the tip of the brush to help hold and separate each corner lash for and individualized ultra-long look of the lash.
–How important is the brush when determining the wearability of mascara?
EEB: It is a major factor. That said, our new Super-Length brush creates a professionally lengthened look by coating each and every fine lash. The brush offers expert precision so every lash builds up to a dramatic fan of length around the eye.
—How does Proctor & Gamble keep its lines so affordable, yet still offer the high quality the company is so well known for?
EEB: Since January 2010, we have offered consumers the opportunity to match their department store shades for less, exclusively online at COVERGIRL.com. By logging on to COVERGIRL.com, and entering a department store brand and shade, COVERGIRL then matches the shade to one of its own. With this tool, women don’t have to compromise their beauty over price. They get the looks and quality they love without the department store price!
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