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I recently received this mascara as a gift from my Mother - she had been flying off to Dubai and then New York so I'm guessing it was purchased in an airport. I have never actually used any Helena Rubenstein products before but I knew of the company as producing a luxury range of cosmetics. I was quite excited about using this mascara as I don't tend to purchase more expensive brands for myself but love to try them. The tube is also beautifully designed and I thought the brush looked really good so my expectations were pretty high. The mascara comes in a classically shaped metal tube, it has a slight oval shape to it which tapers at each end. It is quite unusual to find metal tubes in cheaper brands (I suppose plastic is cheaper). Although it has no real effect on the quality of the mascara is gives the added sense of luxury that you would expect from an expensive product and it feels very nice to hold. The tube is black with gold leopard spots on it which are ever so slightly shiny. I love the look of the tube, it is very pretty to look at and almost looks like an expensive product. The leopard spots add a bit of humour and keep the mascara looking young and exciting. The mascara has a twist lid which clicks closed, this prevents it from untwisting itself which is really great if you travel with this mascara. The brush is easy to pull out of the tube and slides back in smoothly. The brush itself is a medium sized bristle brush that has the slight shaped of a figure of eight (it tapers slightly in the middle and at either end). The bristles are evenly spaced and spread 1mm apart. The brush comes out of the tube well coated with the mascara fluid. The fluid has a lovely deep black colour to it and is very smooth and glossy looking. It is the perfect consistency, liquid enough to go on your lashes easily but not so thick that it clumps. The only slightly disappointing factor is the smell of the fluid which is a little synthetic and chemical. This, however, is not as especially strong smell and certainly not one that puts me off applying the mascara. Applying the mascara is extremely easy to do. The lid is the perfect shape for your hand to hold and the metal tube actually makes is easier to grip with slippery/moisturised hands. The brush coats individual lashes well and the fluid is really nice when applied to your lashes as it dries quickly and has a lovely ultra black colour. There is no clumping when I use this mascara which demonstrates the quality of the fluid. I mainly use this mascara to help coat all my lashes, separate them and to give added length. If I want a high impact look then I would combine this with another mascara to get another boost of volume as this mascara is best at targeting coating and length. I think if you want to create a really lovely day look though this mascara is perfect alone, I just would add another mascara for an evening look. The mascara lasts me all day, it doesn't leave my lashes feeling heavy or dry and the mascara doesn't flake or wear off through the day. It is easy to remove, I use face wipes just before I go to bed and it comes off very easily. I can imagine it would be removed just as easily with a make up remover or other beauty product. The price for this mascara is a little steep at roughly £34 for a 7ml tube. That said I do really love using it and I think it makes a fantastic gift. I'm not sure I would purchase this regularly for myself as it seems a little indulgent. I would rather buy several cheaper mascaras and combine them to achieve the same look. However, if you have a little cash to splash and want to spoil yourself this is the perfect mascara. I think I might have a look next time I go on holiday and see how much cheaper it is duty free - anything around the £20 mark would convince me to repurchase because I do really love using it. Overall, I can't fault this mascara I just wish it was a little cheaper!