GET THE LOOK: Volumising mascara

2017 has so far been a banner year for volumising mascara, with great new formulas launching at every price point. Rachel Marie Walsh counts down her top ten.

How often does your new mascara produce lashes as thick as the campaign model’s? In April, the UK’s Advertising Standards Authority banned TV ads for Rimmel’s Scandaleyes Reloaded Mascara, ruling them misleading.

The voiceover promised “extreme lashes…extreme wear” without mentioning Cara Delevingne’s individual lash inserts or how some lashes were re-drawn in post-production. I was pleased but surprised by the intervention. I assume that, analogous to manifestos and politicians, we expect makeup ads to overpromise and products to underperform.