Presenting the research at the IFSCC cosmetology event last week, scientist Emi Kakizawa revealed that her team got to work following market research that found women who wear mascara to have higher self-esteem, confidence and social status in Asia.
However, we're not talking about any old mascara. Kakizawa says the importance of their work lay in creating shape definition; 'the curl' if you will, rather than volume and length as desired in products in the West.
"Volume and length are still important in Asia, but we first focused on establishing a curve because it had a decisive impression on the eye - i.e. it makes the eye look bigger, more open. We will look into the other attributes in further studies," she told the room of cosmetic professionals at the Paris-based conference.
ACUS is the way forward in shape control..
According to Kosé, creating a curve using the eyelash scale and curler, fixes and retains the curve using a mascara with O/W formulation and water born resin dispersions.
The researchers found that Acrylic-Core-poly Urethane-Shell particle increases the hard to soft ratio and was the only film that could obtain hardness and film strength with elongation.
"Our mascara developed with ACUS particles can aesthetically control curved eyelashes and dramatically enhance a woman's social impression. It can establish good social relationships, cultivate inner confidence and contribute to a woman's well-being with external and internal beauty," says Kakizawa.
Shiseido recently launched a mascara featuring camellia oil, that the company says provides moisture to the lashes and lasts up to 16 hours.
According to the global cosmetic giant, the ‘Perfect Mascara Full Definition' acts as a dual-textured brush, coating every lash while the firm tip captures tiny lashes to add volume, separation and length. Its non-clumping formula allows for multiple, smooth coats.
Camellia seed oil comes from the plant Camellia oleifera that grows in the mountains of South Eastern Asia. In recent years, the oil has been found to be a natural alternative for replenishing natural nutrients of the sebum in the skin and supplying moisture.
In eye make-up, the use of mascara is 40% or more in Japan and Hong Kong, Seoul, Singapore and Metro Manila. With use of eye shadow also in the 20–29% range, there is plenty of room for growth in these cities.