Mass make-up brand Max Factor is releasing a new mascara which it claims uses breakthrough technology to “bring longwear lashes to the mascara category”.
Billed as a long lasting, 72 hour waterproof formula, the mascara is claimed to help lengthen, darken and define the lashes to deliver a look that lasts multiple days. It is also resistant to soap, warm water, water based cleansers and make-up removers, and can only be removed using the brand’s specially developed remover, which is housed on the other side of the dual-ended product.
The key to the mascara’s long-lasting formula is its use of ultra fine pigments that adhere to the lashes, combined with PermaHold technology, which is claimed to bond to the lashes for a more defined look. “What I love about Lashfinity is the subtle, yet defined effect it has on the lashes over 72 hours; it pulls your make-up look together seamlessly. The lashes have a stunning patent finish, which gives a naturally sophisticated look to frame the face,” said Pat McGrath, Global Creative Design Director for Max Factor. Priced at £18.99, the mascara is available at UK Boots stores.