By Cindy Arce

There is a new buzz in your purse and it’s not your cell phone vibrating. It is your makeup! Cosmetics have been fused with technology to bring you a promise of superior quality with advanced application. Last summer the cosmetics giant, Estee Lauder, introduced the first power mascara – Turbolash. The product boasts ease of use and application with professional results. Professional make-up artists have always directed amateurs to manually wiggle the brush at application and now with the new electronic vibrations, this product exceeds expectations with flawless results. Lancome cosmetics were next to follow this trend with their Oscillation Power Mascara and won the 2009 Cosmetic Executive Women (CEW) Beauty Insider’s Choice Award for Prestige Makeup Eye Product. The popular drug store brand, Maybelline, recently launched the Pulse Perfection Mascara at an even lower price point.

Consumer response has been phenomenal and even at the higher-end prices, the products have been hard to keep in stock.

Recently, I was thumbing through a fashion magazine and was drawn to the Lancome Oscillation Power Foundation. The trend is moving forward, now emphasizing the results of vibration with Mineral Foundation. On October 2, the Home Shopping Network (HSN) launched the product before it was even available in stores.

This is the first time cosmetics have joined forces with technology for application and the new product launch reinforces the trend’s forward movement. As a former MAC Makeup Artist, I believe that products developed to ease the skill of application needed have tremendous potential. Many women lack confidence in their application techniques and look for ways to achieve a flawless finish without having to dedicate extra training or time to their routines. This is another example of how technology can advance the performance of everyday products and help consumers achieve time-saving and professional results, without the professional.

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