The magic wand
Belvada Cosmetics Mascara Noir
Posted in April, 2010
What’s new about it?
It promises to solve common mascara-related problems like ‘glob’ on the tip of the brush and air entering the tube which dries up the mascara.
How does it work?
Use the slider to push the brush up; this stops you from pumping air into the tube. As the brush comes up, all residue is wiped off by the internal shape of the container, meaning you have just enough product to work with. Pushing the button will close the tube during application keeping the mascara fresh.
What the expert says?
“Mascaras definitely last longer if air doesn’t get into the tube, so this is a great concept for preventing the problem.” - Daniel Sandler
So 2009: Gloopy mascara
SO NOW: PRE-LOADED MASCARA
Posted March 14, 2010
Get techie: You won’t need batteries for this lash gadget. You only need one hand! Belvada Mascara Noir, £20, shuns the traditional separate wand-and-tube mascara. Instead, this tube had a slider device that lets you push the mascara brush straight up. It pops up loaded with the perfect amount of mascara, meaning no more clumped, stuck-together lashes. The one-handed design takes a bit of getting used to, but the prospect of Bambi-like lashes keeps us going!
Mascara's New Spin:
The One-Handed Wand
by Kavita Daswani
Posted Friday July 10, 2009
From WWD Issue 07/10/2009
For Dov Grossnass, creating a new mascara had to be more than about
reinventing the wheel.
Instead, the Montreal-based beauty entrepreneur spent two years working on what is arguably the industry’s first one-hand mascara, one that applies almost like a marker and is designed to eliminate waste.
“We want to develop small niche products that are original and create real value,” said Grossnass, whose company, Belvada, is soon to launch its Mascara Noir, as well as a series of pen-style lip glosses.
The mascara, which carries a retail price of $25, comes in a streamlined black container that is held upright. The cap clips onto the end, and the brush emerges with the use of a tiny slider.
“The way it’s designed, any excess is easily removed which helps prevent clumping,” said Grossnass. And because air cannot enter the container, the mascara stays fresh. “The pen-style applicator can help achieve much greater control,” he said.
The product will begin shipping this month, initially to salons before rolling out to specialty stores. The launch of Mascara Noir also coincides with Belvada’s Ultimate Lip Gloss — The Pearl Series — in colors that include Fresh Mint (clear), Crimson Kiss Pink Pearl and Bronzed Tan. These retail for $15 each.
Grossnass said the end of the year would also see the arrival of a blemish concealer using the same onehand application delivery.