This is a bit off the beaten path of what we normally post, but we just don't get it. We were perusing our Women's Wear Daily (a must read if you follow the retailers) on an extremely lazy Friday and came across what sounded like one of the dumber business ideas that we've heard in a long time. Cosmetics company Estee Lauder is coming out with a new battery operated $30 "TurboLash" mascara that, like an electric toothbrush, vibrates as you apply it. Saks is gonna get to sell this "brainchild" of Estee lauder guys George Kress and Paul Marotta exclusively until December then it gets rolled out to all Estee Lauder customers. Apparently other cosmetics companies have their own versions of the vibrating mascara concept on tap as well, including L'Oreal and Procter & Gamble. WWD says:
Kress teamed up with Marotta to refine the concept. "We focused first on studying what exactly happens to lashes when you use the brush," said Kress. "We saw that the lashes instantly separated and spread apart. Once we knew that, we focused on the number of vibrations, and then the formula needed to produce the best results."
The team determined that 125 micropulses per second -- powered by a tiny battery in the mascara cap which begins to vibrate as soon as the user unclicks the tube -- would offer the best results. The next challenge was to create a formula that woulnd't splatter, which proved to be "an interesting and arduous process," said Drell-Szyfer. [and Estee global marketing exec].
Who knows, maybe we're just missing the brilliance of the idea, and it'll catch on. But it just sounds dumb. And potentially dangerous. Can you imagine if one of these things goes awry and the applicator somehow winds up poking you in the eye? And maybe this isn't such a good idea for women (and some mascara wearing men) who don't have such steady hands.