Turbolash was launched to great fanfare a couple of years ago and remains a fab mascara - and not only for its gimmick factor... Makeup artists have had a secret trick for decades of wiggling the brush at the roots to grab and coat the lashes, and it's been incorporated into the technology of TurboLash. The battery in the cap activates once you open the mascara and vibrates so that the wiggle is done for you as you pull the brush through the lash from root to tip. Gives volume, length, separation and curl - basically your do-everything, one-stop mascara ! Double Wear Zero-Smudge Volume + Lift Mascara extends the popular and very successful Lauder Double Wear franchise. When they say Double Wear, they really mean it ! The products honestly do last all day and you'd be hard-pressed to dislodge them with normal wear - even crying and swimming...