For the launch of its latest mascara, Bourjois Paris Cosmetics hired a gaggle of leggy, long-lashed, pink-and-black-clad ladies to march around the Bryant Park tents during Fashion Week. The "protesters" are hard to miss, carrying faux picket signs that read: "Yes To Volume, No To Clumps!" The mock demonstration was staged to create a buzz about the company's new Yes To Volume! No to Clumps! mascara, and passersby could score a full-sized tube of the ultra-volumizing product.

What makes this mascara different from the rest is its fine-toothed comb applicator, which separates your lashes much more precisely than even the newest tube of typical mascara. But its secret ingredient is collagen, which enhances and plumps your lashes. It's intended to be worn in layers to build volume. You can purchase a tube here for $13.50.


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