Big news if you’re a fan of Revlon, and particularly their mascaras. This January they’re completely overhauling their mascara category and discontinuing every single product that’s currently on shelf. In an effort to modernise the brand and simplify their offering (as well as saving valuable shelf space,) they’re replacing their huge portfolio with five easy to understand tubes. If you’ve ever stood in front of one of their stands at Boots and wondered what on earth you should be buying, then this is good news – as they’ve removed all the complex and unnecessary names, replacing them with clear product benefits that make the shopping experience so much easier. You can choose from Ultra Volume, Super Length, Dramatic Definition, Volume & Length Magnified, or the Ultimate All-In-One which claims to provide the best of all four in one tube. It’s a mascara revolution!
Revlon is definitely one of those brands that I’m a big fan of, but because they don’t innovate as much as others it tends to get a bit lost. Last year there was practically no newness and only a few shade launches, meaning it’s hard to bring you news and info – even if the products are really quite fabulous for their price point. That’s changing in 2016 though, as this mascara revolution proves. I’ve put them all to the test over the last couple of days and can honesty say they’re all really rather good. Having been a fan of Grow Luscious for years, it’s no surprise that Super Length is my personal favourite seeing as it has the same brush and even a hint of green in homage to the original; it actually provides lots of volume too, creating a wide-awake lash line that’s comparable to much pricier alternatives.
Volume & Length Magnified offers a slightly smaller brush and lots of length, but ironically I found it offered less volume than Super Length; Dramatic Definition and Ultra Volume offer up an alternative brush type for those of you that have your personal favourites (I think these are based on Fabulash and Lash Potion,) while All-In-One is a completely new concept for the brand. The slightly odd looking brush head is actually a loop with a hole in the middle, helping to scoop up as much formula as possible; it claims to provide volume, length, definition, lift and intense colour – but as with anything that tries to tick all the boxes, it doesn’t do any one thing particularly well. It’s a good all round daily mascara, but I personally prefer to benefit from the intensity the other single benefit products offer rather than compromising on the final result.
This is a great move from Revlon. The packs look incredible and totally modernise the brand, which has definitely become a little stale and out of date in recent years. I adore the simplicity of the offering and how they’ve really tapped into the trend for stripped back beauty; we don’t want to be overwhelmed with promises, but we do want products that offer exactly what we need. If you’re a fan of one particular Revlon mascara then I’d definitely shoot down to Boots and stock up while you can (the good news is they’re all £4.99 at the moment in an attempt to get rid of the current stock!) but you should also be able to find a new alternative from this five-piece collection. I don’t have an exact date for the launch of these yet, but you can get a sneak preview and more detail on the US website here. Here’s to a great 2016 for Revlon and more awesome launches – from what I’ve hear, this is definitely their year! Watch this space…
What do you think of this stripped back collection of mascaras? Are you crying inside at the thought of losing your favourite, or exciting to try the new offering?
The new five piece Revlon mascara collection launches into Boots, Superdrug, Amazon and Tesco this January. All five mascaras are priced £9.99.
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