Following extensive research on eyelashes and the factors driving their length, Shiseido has found out the length of eyelashes is dependent on their growth rate , which varies from a person to another.
The Japanese cosmetics group thus tested out more than 200 kinds of plant extracts checking their ability to stimulate the proliferation of hair follicle cells. According to Shiseido, it is the extract of Zizyphus jujuba fruit  that proved to bring the best results. The effectiveness Zizyphus jujuba fruit extract was demonstrated in a laboratory test designed on the continuous use of trial products (containing or not containing Zizyphus jujuba fruit extract) over a four-month period. The discovery will be reported at the 13th Annual Meeting of the Japanese Society of Anti-Aging Medicine, which will be held in Yokohama from June 28 to 30, 2013.
Shiseido is very confident in the potential of this newly patented ingredient on as eye makeup is the very first makeup concern worldwide, and mascara is ranked number one in Europe and the United States.