A new shade of nail polish from Chanel, a coveted compact from Estee Lauder; there are a few special items in the beauty world that set hearts a flutter, and now mascara from Lancome can be added to that list. Lancome’s new mascara, Oscillation, features a vibrating wand and doesn’t debut until November, but on Thursday, the much-buzzed item previewed at 17 of Lancome’s top US counters as well as on Sephora’s and Lancome’s respective websites. Nary a mascara tube remained by lunchtime, and it’s estimated that the company sold about $200,000 USD of the product. That’s a blockbuster!
Lancome isn’t the only beauty mega-brand catching the wave. Estee Lauder launched their new TurboLash All Effects Motion Mascara in Saks Fifth Avenue stores in mid July. So what sets Lancome’s mascara apart? For one thing, devotion. Lancome currently manufactures five of the top ten prestige mascaras in the U.S. market, including perennial favorite, Definicils. However, Oscillation costs $34 USD whereas Turbolash only costs $30 USD, so it will be interesting to see how the price difference affects non-loyalist consumers.
Brand executives are heralding their product as being revolutionary, due to the specially formulated mascara that was designed to work in tandem with the battery-operated brush, as well as the futuristic micro-oscillations that may help differentiate it from other vibrating beauty tools. It’s still a little strange to think of holding a pointy, vibrating wand coated in thick black ink only mere millimeters from ones’ eyes, but being a true beauty junkie, I ordered my tube and I can’t wait to try it![via WWD]