It was only a matter of time before the beauty big-guns started on a next generation product to the lash-growth market. And, here it is. Revlon Grow Luscious Mascara, launching in the UK in September for £9.99. Revlon are using phytopeptides to condition and strengthen the lashes along with a fat old helping of fibres to give lashes an immediate boost.

Given that most lash growth promoting products use heavy-weight conditioners and not ‘miracle grow’ mystical ingredients, Grow Luscious is exactly the same. It isn’t claiming that your lashes will sprout forth from your lids at a hundred miles an hour, but it is claiming that panthenol, wheat proteins and phytantriol increase the hair strength and condition of lashes, making them less likely to fall out prematurely or fall prey to everyday trauma so easily.

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Incidentally, there will be a taxi roaming the streets of London for the next month; if you spot it, snap it and upload to the Revlon facebook page, you might get a chance to win a pair of Ray Bans. There’s a pic of the cab above.

I reckon that Revlon Grow Luscious is a less expensive way to enter the lash growth market; it probably won’t have the same effects as the more concentrated versions – Revitalash, Rapid Lash et al, but long term, it certainly won’t be detrimental to your lashes, in fact, quite the opposite.

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