When I first looked at this product, I didn't think it would measure up. But I took a some time to read the leaflet and the instructions, and watched a youtube video... And I was amazed!! I never really thought much of Avon, until now. Mega Effects Mascara promises to last for 24 hours and thicken lashes by up to 40%. And that is exactly what it did. It took some practice to get the method of applying it right, but it was well worth the effort. NO clumping!! My lashes were perfectly singular and expressive. It lasted a good 12 hours until I washed up for bed. It came off fairly easily with a regular cleanser. It did not smudge or flake off. And it felt barely there!! While giving the look of thicker eyelashes, it did not feel like other mascaras that weigh you down.