No it’s not the latest song on the airwaves (although with the right melody and beat- it could be a chart topper) but it’s a new twist in mascara technology to help lengthen, condition and boost up lash volume.

LashControl Mascara innovation is all in the packaging and has gained the approval of some in the cosmetic industry by winning the ICMAD Cosmetic Innovator of the Year (CITY Award) 2009 for Color Cosmetic Package Design Innovation.  There was a bit of buzz about this product back in 2006 and is available online and select boutiques. What’s the big deal about squeezable packaging?  Think about it this way, what’s one of the biggest issues that many women run into when applying mascara- even with the built-in wiper you still end up wiping the mascara off of the brush because it will end up applying too much.  When you give the package a squeeze as you pull out the brush you get rid of the messy excess and you can go about your business.  Sometimes it’s the small things that make the difference here!  Each color has a different function:

• Pink- Lengthening and Conditioning Formula
• Purple- High Performance Luscious Brush for Immediate Volume
• Blue- Water Resistant Sheer and Sexy Formula

As I mentioned in Allure and O mags, when it comes to mascara- the packaging in particular the brush is just as important as the formulation so I’m happy to see that taken into account with lashcontrol.  If you notice in the pic, the brushes differ by color/purpose.  This is a small company so I wouldn’t put them in the same category as Maybelline or CoverGirl who puts millions of dollars into research making sure the mascara and brush combo deliver the goods.  I’m sure she, Jennifer Paulson Lee, used a reputable contract manufacturer specializing in color cosmetics to bring you a product that probably will do what it says but did I mention they cost $20 a pop!  If you are one of the lucky few with extra cash to spend and you really dislike the inconvenience and pure wastefulness of  tissueing off your mascara brush then this may be a worthy investment for you.