It's been a few months since Cover Girl's announcement of Drew Barrymore as its new spokesmodel, and soon we'll see the actress's ads. They'll appear in the November issues of magazines, but here's a sneak peek at her campaign for LashBlast mascara ($7.49). I love the contrast between the orange mascara and the black-and-white photo of Drew.
Even if I didn't already like Drew, I'd be interested in this mascara. WWD reports that LashBlast is Cover Girl's attempt to win the number-two position in mascara sales. (Since Maybelline makes twice as much in mascara sales as its competitors do, that's probably a good plan.) And judging by the description, I definitely want to try this stuff. LashBlast is a volumizing mascara with a larger-than-usual patented brush. Dr. Sarah Vickery, senior scientist for Cover Girl, explains:
"[Brush technology] had been stagnant for four years. Those brushes didn't penetrate the lashes, so why even have bristles? We said we should start with a new brush, a better brush. Most mascaras dump a lot of product at the base and then you try to fix it. We call that a dump-and-fix model. Now there's more of a uniform definition right away.... There's more touch points and even coverage on contact. All of the lashes are volumized in concert. 'Spherical wax' particles act as spacers so they lightly protrude out of the mascara film to help create a beauty fan of lashes."
Available in four colors, LashBlast will be in stores in October. Since I'm always looking for an inexpensive mascara (because pricey versions like DiorShow add up!) I'm curious to see if this brush is all it's cracked up to be.
Bruno Magli
Minority
Single Dress
Hmm, now you have me interested in trying it too. I normally don't wear mascara cos I find it bothers my eyes too much, but I may just try this one.
1I use mascara all the time, would love to try this one
2Wow! I think this is the most beautiful photo I've ever seen of Drew. Fab girl! As a person who is eyelash challenged, I'm always looking for something that will make my lashes darker and more voluminous. I'll definitely try it when it comes out. As a former art director I've got to give them kudos. The composition of the ad has a nice triangular balance and the product really pops in the orange/B&W contrast.
3That is a great photoshopped picture of Drew.
4Wow Drew looks great! She looks so pretty there and this new mascara, I'm def gonna try it out.
5awe drew looks soo purdy!
6Sweet!
7I love Covergirl and their stuff is PRETTY reasonably priced!
I'll just add this to the list of thigns I need
I'm not sure I like Drew in that photo. She kind of has an alien look to her there, but I am always on the hunt for new (and cheap) mascara.
8I'm very intrigued! Now I want to go out & buy it!
9I want to try this! Lash Exact did NOTHING for me so maybe I will like this one!
10i love Great Lash and i heard that Define A Lash is great also, maybe this one would be good too.
11That's Drew! I hardly even recognized her.
12I'm bracing myself for the financial impact of doing a comprehensive analysis of the rubber brush drugstore brands (Rimmel x 2, MaxFactor x 2, Maybelline x 1, and now this Cover Girl one) -- but I really want to do it. It's only a matter of time before the department store brands are jumping on the rubber brush bandwagon. I'm sure they're hesitant because they have so much invested in their brushes.
13I really love Drew!
I have used Maybelline mascara for quite a while... it works the best for me. I'll try anything at least once though!
14I cant wait to try this new mascara so many new ones are coming out I want to try them all! like the new Revlon mascara that Jessica Alba is ing for.
15im a total mascara addict, without a doubt. ask me anything.. ive tried them all. surprisingly i've only recently got into mabelline, but only because they're waterproof formula isn't as obnoxious, crusty, and harsh on the eyes as many tend to be [i usually hate waterproof but i worked at a summer camp this summer so it was essential] any way, im looking to switch over to something softer and fluffier! this may do the trick =]
16this sounds good. i also use drugstore mascara because you're right, it adds up. especially since for health reasons you're supposed to replace it every few months. and with my flimsy Chinese lashes (i think i can count the lashes on my hand, haha!) i put on a lot of coats!
17karla sugar.. if you actually ever do that comparison make sure you post it here or to beauty product junkies.. cause we'd all love to see it i'm sure!
18I'm a fan of the Max Factor Lash Perfection, but I'm always on the lookout for something new! The Cover Girl sounds great, as long as it doesn't raccoonify my eyes...
19Megln: Of course I would! You can view my two previous meta-analyses there already. My basic finding was that cheaper brands were preferable.
Maybe I can do the rubber brushes over this long weekend.
20Karla Sugar- There aleady is a high end brand with a rubber brush! I think it's Lancome but I could be wrong, I remember seeing it on the back cover of a magazine.
21I love this ad, because of Drew and the colors but I probably wouldn't buy this. I tried Cover Girl's Lash Exact which was much hyped and Max Factor's Lash Perfection was so much better.
22Um...is it me, or was I the only one who thought Drew looked like Gwyneth Paltrow in that picture?
23The brand with the rubber brush was Chanel (Inimitable), and though the rubber brush is a marvelous experience, the result is indistinguishable from Maybelline Soft N' Full.
24I only use drugstore mascara since I replace it every 3 months. I'm using CG Lash Exact now. It's okay. I'll try this.
25I have to try this! I love LashExact although DiorShow is my fave. Drew is just gorgeous in that ad, and I'm a fan of hers; so that alone would make me buy this. Plus, the packaging is cute!
26As a charter member of the "I don't go anywhere without mascara" club, I will definitely have to try this...just put it on the list.
27I'm a mascara junkie, so I am very picky about the brushes. Can't wait to try this one! Thanks for sharing it with us.
28Drew looks Fabulous!
29I have to stick with my Clinique mascara.
30In my basket
31I'll prolly try this. Mascara's one of my necessities.
32I think I'm gonna try this. I've tried Volume Exact (the regular one) and the Lash Exact Waterproof. VE didn't impress me that much. LE-W (I'm using it now) is better than VE, but it doesn't give me enough volume.
33interesting!!!! oooh im a mascara junkie and i wish we had CG here in indonesia!!!
34I love the way she looks in this ad. Very pretty. Very retro. I would love to wear mascara but my eyes are WAY too sensitive and I have terrible, terrible allergies.
35I'm completely obsessed with eye make-up. Eye liners, eye shadows, mascaras...you name it, I buy it! LOL! I'm looking forward to seeing this one in stores so I can try it out!
36I don't know why but I love me some DREW and I am straight!
37I'm up for trying something new, but I almost always come back to Max Factor, I'm into the Volume Couture at the moment. But this is interesting, I love to think that there's something innovative going on in mascara... even if it's mainly just marketing.
38I thought that Max Factor started the whole rubber brush thing. Anyways, I think Maybelline(1) and L'Oreal(2) make the best drugstore mascaras.
39I agree...Max Factor is great and it was the first company to come out with the rubber brush which is great! Can't go back to a regular wand.
40Is the brush for LashBlast going to be any different from LashExact or VolumeExact? I like my LashExact just fine.
41i love this new look for the cover girl ads. the stark contrast really makes it stand out and drew looks awesome in this photo!
42Hmmm, now I'm wondering about taking the brush from the CG and using it with my Max Factor... best of both worlds?
...And Karla Sugar, please do share your experiences! I'd love to hear them!
43Love this mascara. been using it for a couple of weeks now and i love the effect it gives my eyes. It is easy to wash off which is a big plus for me since i have contacts! love it! great buy!
44hmm can't wait to try this!
45I am just a guy looking for drew's picture w/ her in the lash blast commercial wearing the orange skirt and black tights can anyone help ????
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