Feedback from over 2,000 women is at the base of Avon’s new volumizing mascara, which also required a long development period: six years in the making and 5,000 hours of science according to the company.

Multi-dimensional brush

Main change: the standard wand has been replaced with a multi-dimensional brush (the “Wonderbrush”) that lifts top and bottom lashes from root to tip in a whole new way. The Wonderbrush fits the curve of eyes and can be used at 12 different angles “for a corner to corner lash transformation”. According to Avon, the Wonderbrush allows to put 40 percent more mascara to lash, compared to the brand’s traditional wire brush.

Product application differs greatly from traditional mascaras. As the brush can be bent to the desired angle, application from root to tip is claimed “super easy”.

"There hasn’t been true innovation in mascara since the 1950s. We realized there was a need for an improved application process and Avon is changing history by introducing a breakthrough with ergonomics in mind that will change the mascara application experience," said Lisa Lamberty, Avon Executive Director of Colour Research & Development.

The product is available in two shades: black and brown black.