This mascara was gimmicky enough to catch my eye ;-) and I'm so glad it did! Two major things immediately set this mascara apart. First, it comes in a soft tube. I'm not sure how much of a difference it will make since you are supposed to renew your mascara every three months but the idea is to get as much as possible out of the product. It is also easier to tell when you are running low. The second thing is the eyeko mascara shield. This looks like a guitar pick and you are supposed to put it between your lashes and eyelid to keep the mascara from getting on your eyelids. What a brilliant idea. Unfortunately, I'm not brilliant enough or coordinated enough to make use of it.
So, if neither of the gimmicks are very useful, why is it so great? Because it works! Fancy that. This is a very black mascara that creates dramatic long and thick eyelashes. The thin brush makes it very easy to maneuver. It smudges just the tiniest bit if you are sweating a lot but not enough to negate how wonderful it makes your lashes look. A word of caution: this is a very dramatic look. Probably not suitable for daytime use. But, when the sun goes down and you need to get your freak on, you'll be ready with this awesome mascara.