Avon True 5-in-1 Lash Genius Mascara, £9 (launches 9th August)
To uncover exactly what their customers want, Avon teamed up with developers to create the Genius Algorithm – “an exclusive machine learning and artificial intelligence tool that reads, filters and processes thousands of online consumer comments.” The algorithm enabled Avon to scan countless mascara reviews across the internet from makeup addicts around the world, in order to identify the five key criteria that women look for when choosing their mascara. Our ultimate lash wish list? Full volume, beautiful length, lasting lift, precise definition and dramatic black colour. Crucially, Avon found that we’re not prepared to compromise, so even if our mascara gives us full, thick fanned out lashes, if it doesn’t deliver a formula that’s jet black enough, or gives us the length we want, we’ll stray. So, the beauty giant set about creating a solution to all five features in one. The result, is the new 5-in-1 Lash Genius Mascara.
This £8.99 mascara sells every 21 seconds making it the UK's favourite
Elle Turner, Deputy Beauty Editor
I’m a bit of a mascara floozy. Basically, I’ll try whatever comes across my desk, or whatever’s on offer in the supermarket, so I’ve road-tested my fair share of mazzies in my time. While my lashes are fairly long and dark, they’re sparse and less fluttery than I’d like, so I favour options that give me volume, thickness and a bit of lift. That said, I wouldn’t say no to extra length or intensity either. I’ve even been known to layer on a couple of mascaras (for extra special occasions) in order to achieve everything I want, so I’ll be interested to see if Avon deliver on all five of their claims.
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First off, the wand is fairly formidable looking – thick, plastic and ultra spiky. Even the very tip is layered with bristles. But it’s this that makes the wand multipurpose, enabling it to tackle bottom lashes as seamlessly as it combs through each and every top lash. It even enables the bristles to get right into the inner eye corners to catch those dinky hairs there. Straight away, I noticed it gave my tangly lashes definition (they have a tendency to clump and twist together). The wand slid straight through separating each out.
Certainly, the formula is inky black, giving instant intensity. In fact, it’s “infused with deep carbon-black pigments that are both buildable and lightweight,” according to the brand. The fact that the pigment is lightweight, is important here, in order to achieve criterion number three, which is lift. And to be fair to it, it does this, too. Even when coated in the mascara, my lashes felt fluttery rather than heavy. It delivered on length too (though, to add a sixth demand to the already broad wishlist, I would have loved a bit more curl, since my already long lashes pronged out slightly awkwardly, though an extra go with my lash curlers helped).
Finally, it gave masses of volume, helping to beef out my scant lashes. One thing to note though, is that the more you layer on the mascara for volume, the more you compromise on definition and separation. Two coats, for me, was the sweet spot, more and it will start to get a bit clumpy.
Honestly, that’s a whole lot of performance for a mascara that costs less than a tenner and overall, it rivaled some of the higher end mascaras I’ve tried. Will it put paid to my wanton ways? Hmmm, I’m not ready to settle down with one mascara just yet. But, it’s definitely one I’d keep on rotation (*winks*).