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I bought this mascara last month when I was popping into boots to get a replacement for my foundation. I have used max factor mascaras before and generally been fairly unimpressed by them as they tend to favour plastic brushes which I don't like. I decided to go for this mascara as I would get it half price when buying my foundation. The packaging is fairly simple. The mascara comes in an elliptical shaped purple tube which has a slanted top. The lid twists off and the body of the mascara is made from a purple coloured frosted feel plastic. The design is fairly similar to the false lash effect mascara from max factor which personally I was not a fan of. The brush itself is a flexible plastic comb which is bent to fit the contour of your lash line. I do like the curved shaped as it makes it easier to apply and reach tricky areas but this kind of plastic comb style brush is not my favourite. The mascara fluid has a nice consistency and I accidentally bought mine in brown so it has a slightly lighter than black mascara look once applied. The mascara goes on smoothly and easily with the brush. Initially it very lightly coats the lashes whilst separating them. It definitely doesn't clump which is great because that is what it claims after all. I have to say though the end look is fairly unexciting. It separates the lashes and gives them a little added length but I always find myself adding volume with another mascara because there isn't enough impact with this mascara alone. This mascara retails at £10.99 which is frankly a ridiculous price for what is a very average mascara. At the same time as this I also bought 17 all dolled up mascara and it essentially doesn't the same thing but cost me a quarter of the price. Overall, the prices defies belief.