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Rimmel The Max Volume Flash Mascara

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39 Reviews

Brand: Rimmel / Type: Mascara / Suitable for: Eye / What it does: volumizeses,

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    39 Reviews
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      06.05.2013 08:02
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      Great for adding length and volume but it has a few disadvantages!

      ~ Why I Bought It ~
      This mascara was definitely more of an impulse buy than anything and it caught my eye because of the bright pink packaging. It wasn't too expensive and I decided to buy it.

      ~ Price ~
      This mascara retails at around £6 which I think is a reasonable price. I paid around £6.50 for mine and I got it from Boots around six months ago.

      ~ My Opinion ~
      This is one of the best volumising mascaras that I have and it is the one that I almost always reach for when I want big, fluttery lashes! The first thing that I love about the product is the packaging - the tube is bright pink!

      The mascara brush is quite big and bulky, which I always find a bit of a disadvantage - I have quite small eyes, so it can get a bit messy when brushes are really big but luckily it's not so big that it is messy as long ss I'm careful when i apply it. The bristles are soft and dense and they apply a lot of product onto my lashes even with one stroke, so I really don't need to use a lot of reduce for a dramatic difference in the length and volume of my lashes which is definitely a good thing as the mascara isn't easy to build up.

      This is because of the heavy, thick texture of the formula which easily clumps. I find that one coat to two coats is enough for everyday wear, and three to four coats is enough for a more dramatic look - long, thick, fluttery lashes. The look is obviously not as dramatic as a pair of falsies, but it isn't that far off and it is one of my favourite volumising mascaras.

      The mascara smudges quite easily so I have to stay really still for a few minutes after I've applied it until it has dried and once it has dried it can make my lashes look quite dry (this is only noticeable when I'm looking at myself up close though, it's not really obvious!)

      The mascara does flake after a while and it also tends to build up in the corners of my eyes and become smudged after I've been wearing it for more than a few hours, which isn't a very attractive look.The mascara doesn't irritate my eyes and it is easy to remove.

      ~ All in All ~
      Although this adds volume & length it isn't without its faults. Because of the heavy formula and its tendency to clump easily - oh, and the poor lasting power, I am going to knock two stars off, so overall I give this product three out of five stars.

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      20.01.2013 20:11
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      A nice mascara I would buy again

      I have been using this Rimmel Max Volume Flash waterproof mascara for months now. I got a few new mascaras for Christmas and am keen to try them but don't want to have several on the go so am waiting for this one to expire first! Rimmel is not a brand I am mad keen on but I do have a few of their items in my make up kit as I do browse their stand when I am looking for something new.

      Packaging
      Probably the main reason I bought this mascara was the bright pink packaging plus the secondary factor of it being waterproof to withstand the swimming sessions that result in panda eyes. Beyond this it is 8m in volume, bullet shaped with a fairly big wand brush built in to the handle.

      In use
      I always use black mascara and don't mind a fairly dramatic look on the lashes. With this I prefered it a few weeks after opening when the product was less wet and had dried up a bit! It goes on quite thickly and I usually do two to three coats before heading out. It's not always perfect on application and sometimes smudges a bit requiring a touch up with a cotton bud. It dries pretty quickly on the lashes and is easy to remove with cleanser or eye make up remover.

      My thoughts
      I quite like this mascara but I am terrible for rubbing my eyes when I get tired and this does smudge a bit when I do that. I had hoped it wouldn't with it being waterproof but perhaps that is asking too much of a mascara. The claim on the mascara tube recons you can get up to 14 x volume with this product but I'm not sure how you actually measure this! You can get a good effect using this mascara with some eyelash curlers but I don't go for this as an everyday look, only for special occasions mainly due to the fact that I don't have the time to faff that much with my eyelashes.

      Price
      This mascara is £6.99 on Amazon with free P&P.

      Final word
      I like this mascara and have used it before swimming and it has been good as a waterproof mascara. I find it easy to remove but still have to cleanse the eye area again the morning after wearing it as it smudges underneath. I find this happens with all mascaras I wear though and I have tried a lot of mascaras and cleansers! I would repurchase this mascara again in the future but have received at least five different mascaras this Christmas that I will be using first so a repurchase won't be for a while.

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      24.08.2012 07:59
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      A quite good mascara.

      I am always moaning that now my daughter is a bit older, she is always raiding my make up case, though she has now started building up her own collection....so here i am, raiding hers!

      She has been talking about a specific mascara (the one i am now reviewing, obviously!) for quite some time, so when last months pocket money came, she was straight down to superdrugs to get herself a tube.

      The tube itself comes in a fat, brightly coloured tube (the variation in colours depends on different wording and whether or not it is waterproof), with the handle being slightly angled, making it easier to hold when applying the product.

      This mascara (like so many others out there!) boasts of the fact that this is a clump free mascara, with no lashes escaping the clutches of the "scandaleyes", though when i first saw the brush i found this claim a little too good to be true!

      Upon opening the tube i found the over sized barrel brush applicator, which for someone like me who is lucky enough to be wide eyed and long eye lashed (my husband says some days i look like a rabbit in headlights!), it wasn't too much of a struggle trying to catch the outer smaller lashes, though i did struggle with the inner lashes, nearly poking myself in the eye a few times!

      After a couple of applications though i did find that the mascara did add tremendous volume and substance to my eye lashes, and all this without clumping, the "eye" deal look for a night out!

      Any down sides? Aside from the awkward brush size, and it not really being too easy for my daughter to use (though this is an upside for me as it now resides in my make up box....karma!), i did find that after a good boogie in a hot club, it does have the annoying habit of melting a little under the eye, though is easy enough to dab off, without spoiling the effect on the eyes.

      Price wise this was purchased for £6.99 from superdrugs, which to be fair is a little more than i would spend, but my daughter and money is a rather fleeting concept!

      This is a good mascara that does provide quite dramtic effects, though be warned the wand is a big 'un!

      Thanks for reading x

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        10.08.2012 23:39
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        If you take the risk, don't be too disappointed if it doesn't do what it claims.

        Mascara I would say is my main make-up purchase. I will not leave the house without wearing any. due to my eye lashes being quite pale. I have tried a lot of different mascaras looking for that perfect one and I thought I had found it with Rimmeds Max Volume Flash.

        Rimmel Max Volume Flash claims to 'fatten lashes' with collagen and 'strengthen' them with Keratin. Now like with all my purchases of mascara I bought this based on the fact that it was on offer in boots (where I generally purchase makeup to earn my points). On my first purchase of this mascara I bought the non-waterproof type. I generally do this because although I would prefer waterproof I find non better. When I first tried this it did make my lashes look fuller. I loved the effect it had on my lashes and even had some people comment on them and ask which mascara I was using (so far this all seems very positive). Now I can't really comment on the 'strength' of my lashes, i'm not sure I noticed that they were any stronger but what I am trying to achieve is fuller longer lashes and I felt I got this, so.....

        I went out and purchased the waterproof one. Absolute waste of time, It was thin and did nothing for my lashes. Now like I said before I wasn't too disappointed with this and have found this with waterproof mascaras in the past. I carried on using my original purchase but after a while it started to go quite clumpy. Now i'm not holding this against the mascara, i had had it a while and needed to replace it. So that's what I did, because I wanted to achieve that longer fuller look again so......

        I purchased my third one again non waterproof. Was it any good? No!!!! Like the waterproof one it didn't do much for my lashes and was clumpy almost immediately. Now I have some theories on this. It maybe that this mascara had been on the shelf a long time or they had attempted to improve the mascara over the months since I purchased my original one. I don't know but lets just say I haven't bought another one since and I'm back to my buying what is on offer strategy.

        A quick run down of the product. It comes in a thick pink bottle which is standard shape for mascaras. It has bold gold writing down the side. The brush is thicker than a standard mascara brush and works better if regularly wiped with a tissue to remove excess mascara. The lid screws on and off to get more of the mascara on the brush (nothing out of the ordinary)

        Now would I recommend it?
        As described in the heading I feel this mascara is a bit of a game of roulette, if you get a good one, you will have just purchased a great mascara, however if you don't the product really is a waste of money. I'm not sure the risk is worth the £6.99 it generally retails at in Boots.

        4 stars for my original purchase
        1 star for the follow ups

        Overall in my opinion it's just not worth the risk.

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        05.01.2012 20:07
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        A good product for the price but I'm undecided if I'll continue

        I'm trying at the moment to try out cheaper items of make up so that I can spend more money on skincare and a good base. I bought this mascara as it was on offer and i think I paid about £4 for it. It comes in pink packaging which is handy as you don't lose it in the bottom of a dark make up bag!

        There are two things that I look for in a mascara. The first is that it must be REALLY black. The second is that it has to be waterproof as I have really sensitive eyes, and even walking in a light breeze can make them run.

        On these two things, the Volume Flash was brilliant. The colour is a great deep, intense black. It is also incredibly run proof. I need to use make up remover and my normal cleanser to get it off in the evenings - so this is great in my opinion. I've had far too many instances where my mascara is smudged around the outside of my lower eye by 10.30am!

        What did put me off a bit is the consistancy of the product. It comes with a nice chunky brush (but maybe a little too chunky as I had trouble reaching all my lashes without poking myself in the eye - and I have large eyes) but the product is really thick and gloopy, and sticks as much to the brush as your lashes. After a few uses however, it seems to settle down and less product gets picked up by the brush. I had to do a lot of wiping of the brush on the top of the bottle however to start with. I also found that while it gave good volume, it was a bit clumpy and inconsistant with it.

        At the moment I've been using this mascara for about a month. I think I'll see how I feel at the end of the product as to whether I buy it again. It may be me getting used to it, or the product may have some flaws I can't live with. We'll see what happens!

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        09.11.2011 21:56
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        I love it!

        I'm a little bit of a mascara addict and I rarely go back to the same one unless I really love it. I'm extremely fussy when it comes to mascara I want one with a chunky fibre brush, it to be jet black in colour, the formulation to not be too wet, and for it to separate and volumise my eyelashes, quite a lot to ask I know!

        I purchased this from Boots in "Very Black" it also comes in "Black" and "Brown Black". I think I paid around £6.99 for this but it can be found cheaper online in the usual places. The packaging is very girly in a bright pink tube with gold writing and I must admit this is what drew me to it in the first place and when I realised it was a bristle brush I was sold. (I am an advertisers dream)

        The brush itself is a chunky but not too big bristle brush, the bristles are quite flexible which makes applying easier. The formula is very very black which I love and also not too wet, I have had so many occasions where I have sneezed and the mascara has refused to smudge down my face. The found it did take a few uses for the liquid to dry out a little (but not too much) before I found that I really did like it. It certainly does volumise and separate my lashes. I also find that with a lot of mascaras that throughout the day they tend to go a little flaky and I find little black bits down my face which lets face it isn't that attractive, but with this mascara I haven't had any of the usual problems I encounter.

        Would I purchase again? Yes more than likely but as I am always on the lookout for a more barginous version and I am always drawn into the new products. I think that if nothing else catches my eye this could well become my go-to mascara.

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        22.07.2011 08:13

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        definetely not worth the price tag has made me very wary of rimmel products

        Let me start with the details of the product


        Price:For me it was £9.95

        Available:At boots,superdrug and most pharmacies that supply rimmel cosmetics

        Packaging:Its main colour on the exterior was a fuschia pink with its secondary colour being a garrish gold

        Colour I purchased:Very Black

        Review:The packaging for me was very garrish though extremely eye catching this for me was my first rimmel mascara and I have not purchased a rimmel mascara since.The brush was not extrordinary in any way.When I pulled the brush out of the wand it was thick with clumps of mascara.I wiped the excess off the tube and then applied it to my lashes.I was hoping that this would give me a a blackened volumised effect but it literally looked like I had taken a strip of chunky black paper and superglued it to my lashes.This mascara did not come off easily and I would have to waste at least 5 cotton pads to remove just the mascara on one eye!This product is definetely not worth the price tag and for me not even worth £2.I would certainly not reccomend this product to a friend.

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        03.05.2011 16:17
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        When paying for cheap and cheerful; expect cheap and cheerful.

        I'm constantly looking for good products at bargain prices. I was fairly pleased with picking up this product for half the recommended retail price. For £3.56 I'd say it was a fairly good find but would be disappointed if I had paid full price.

        The packaging is girlie and fun; a hot pink easy to hold tube. The wand is fairly stumpy and the brush is thick and short. This is a a common feature of volume mascaras. The mascara comes in two shades; black and extreme black. I would always go for the latter as I find this the most impactive shade. The mascara has a "Lash Expand Formula." This means the liquid is of a thick consistency and after a few uses this had become quite gloupy and clumpy on the brush. A plus side to the mascara is that it seems to dry super fast so you don't end up with it all over your face spoiling the rest of your make up.

        Rimmel claim this mascara delivers up to 14 times more volume making your little lashes go from skinny to fat in ten seconds flat. What a great Slogan and it did indeed make my lashes "fat." I have rather short lashes however and was disappointed the mascara does nothing to the length. The finished effect is an eye framed with short, straight, thick spiders legs. This looks neither sexy or sultry. Problems also arise when trying to get the bottom lashes to "volumise" when the brush is so thick. The mascara does last well on the eyes; it doesn't flake or break off.
        At 8ml it's average sized and will last you a while as you only need one coat for the desired effect. Whether you will want to use it all the time for the duration of it's life.

        I would not buy the mascara again but for half the price it was worth a try.

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        02.05.2011 12:55
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        A decent mascara from Rimmel.

        It was my birthday quite recently and it was also a big night out for myself and some of my girlfriends in our local town, this is what prompted me to receive this Rimmel Volume Flash Mascara which was purchased for me by a friend. The price that was paid for this mascara was £6.69 from Superdrug but this was on a 3 for 2 Rimmel offer and the colour that I received was ultra black.

        This mascara comes provided in a pink casing and there is gold writing on it giving it quite an eye catching look. I personally find this colour pink to be a little bit garish but as the mascara itself works well for me I'm more than willing to overlook this when showing it back in my make up bag! The end of the mascara holder has a pointed tip and it's very simple to use this mascara, like most. All you need to do is twist the lid away from the tube of the mascara and then this will reveal the mascara wand. As you are removing the wand from the tube this will brush some of the excess mascara from the wand and means that the wand is ready for use straight away. The wand is quite long and it has a nice even amount of mascara on it, meaning that in just two strokes I'm able to apply the mascara to either the top or bottom of my lashes with just minimal touch up with the tip of the wand to a few lashes towards the edges of my eyes.

        This mascara spreads on to my lashes very well and they are, in appearance at least, increased in volume. My lashes look thicker, longer and darker which helps to make them stand out. This mascara is very simple to apply and while there was the odd clump this was easily rectified by a gentle wiggle of the wand to break it up. I was very pleased with the results of this mascara, coverage is fast and very good and the ultra black look just makes for a more dramatic face of make up. My lashes are nicely coated and this mascara does make it look like I have more lashes. This is not advertised as being waterproof and as I have not cried while wearing this I cannot comment for definite on how well this holds up to water but I wouldn't expect it to stay in place just because it's not a waterproof mascara.

        I am very pleased with the quality of this product and while the price is a tiny bit expensive for what is basically just a standard use mascara it does work well, make my lashes look good and it comes on with the use of make up wipes. It only takes me a few seconds to apply this mascara and I don't need to pump the wand in the tube to ensure I get a nice coating on the wand. This tube contains 8ml which should comfortably last you several months, even with daily use. I would firmly recommend this mascara, particularly if you can purchase it on a 3 for 2 as my friend did for me along with some other Rimmel products.

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        24.04.2011 02:37
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        A poor mascara

        I have probably tried ever mascara on the market from the pricey Clinique and Boujous mascaras to the cheap and cheerful Tesco's own branded mascaras so I have a good idea of what constitutes a good mascara and in a long line of mascaras this would have to be one of the worst. The only benefits of this product are the price and the packaging, unfortunately.

        First of all, to come across this in a shop it would instantly demand your attention as it is bright pink with silver, reflective writing however its promises of volumised lashes fall on deaf ears as the result is anything but! Although the product is the perfect size for any handbag or makeup bag its draw backs by far outweigh its very few perks.

        In the past I have tried Rimmel products and found their eyeshadows to be really good quality but this mascara doesn't live up to it. The brush is an average size compared to other brushes on the market with soft bristles but the mascara seems to gather at the top and bottom of the brush which makes for a bumpy application and lumps of mascara are deposited on the lashes which is hard to spread and you end up sporting a rather unflattering 'spider eyelashes' look. Once the mascara has dried it doesn't stay on all day and it certainly doesn't volumise the lashes. Even when used in conjunction with an eyelash curler this mascara doesn't create volume if anything it does the opposite due to constant brushing to try to spread out the clumps of mascara!

        The colour is described as 'ultra-black' which is fine and is the colour that most people desire however it is not entirely waterproof. Im not sure if this product is designed to be waterproof as it doesn't say on the packaging however with clumps of 'ultra black' mascara on your lashes mixed with rain, I can tell you it's not a pretty sight. Due to the colour being so deep and inky it is hard to remove once its smudged and a total reapplication of all makeup is usually required if the mascara runs.

        I paid £6.99 for this mascara from an online cosmetics store, I would say this is a fair price to pay for a mascara-but not this one. Even some of the cheaper mascaras I have tried have done a better job than this one so my advice would be to pay a little more for a better quality product.

        Overall, this is a poor mascara with the benefits being great packaging and little else and the drawbacks being that it isn't waterproof, doesn't volumise lashes like it promises to and leaves clumpy bits of mascara in it's wake. I award this mascara 2 stars.

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        25.03.2011 17:41

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        I actually won this in a Rimmel competition, which I was thrilled with, until I used it unfortunately! The packaging looks really good, LOVE the colour, it's so girlie looking & looks great in your make-up bag. So it's such a shame that I found it a tad clumpy! It's priced well I think, I wouldn't spend much more on mascara, however, I have used cheaper mascaras by Collection 2000 that have been better to be honest, as they went on really well. Let's just say it's sitting at the bottom of my make up bag drying up...

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        09.03.2011 23:17
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        Not bad...

        I often look out for bargains when it comes to make up as I like to use good products that look nice without spending a fortune. Being a student, you can imagine I don't have money to waste so I tend to stick to products when I find ones that I like, however despite not really being able to afford it, I enjoy trying out different products to see what works for me.

        Its interesting to read other reviews as I must say I have had a similar experience to most. With a fairly pale complexion I rely on dark eye make up to give me some colour (as well as foundation and blusher, of course) and detract from the colour of my skin and this product was able to do that in a sense, as I purchased the black colour which worked well for me. As far as aesthetics are concerned this product is great - its eye catching and will look great on anyones dressing table with its hot pink bottle displaying the products name and claims on the side.

        I have used other Rimmel mascaras in the past and to be honest have had mixed experiences. Some I try are really good, while others are a total let down for me, who knows! I like the brand on the whole though, so when a new product comes out I tend to be the first to try it and this was no exception. I popped into Boots and picked it up for around £6, although please note that it is also stocked in Superdrug amongst other chemists and supermarkets who stock Rimmel. eBay may also be worth a look if you're wanting to pay a little less. So, you can see the price isn't disasterous which is a good start.

        The brush on this product impressed me as it is quite large and fairly thick which initially gave me the impression that it would live up to its claims of giving maximum volume to lashes in a 'flash'. It seemed to collect a good amount of product on each pump into the bottle - also good. When applying, like most mascaras it needs a good few strokes for it to take proper effect but when it does, it really does give volume and large looking lashes, impressive. I also found that it stayed put throughout the day which is great for me, particularly as some other Rimmel products I've used tend to smudge like mad underneath my eyes, so I was glad this didn't.

        However, the only bad thing I can say is that when the product dries, it seemed a bit flakey to me. It made my lashes appear dried out and they looked unhealthy which I didn't like as to me it was really noticable. Also I found the bottle dried out really quickly towards the bottom so it didn't last that long.

        Overall I would recommend this product for those trying to create those larger than life lashes but the long lasting effect isn't good as you end up with flakey looking lashes.

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          06.01.2011 23:27
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          A good mascara

          As I write this review, you should bear in mind that im pretty much a complete novice when it comes to makeup. I'm not one of these who has to have Clinique or Benefit make up and I don't mind buying some of the cheaper brands as long as they do the job. Rimmel is one of my favourite make up brands because I feel it represents good value for money and isn't overpriced. It's also a company that values it's customers and runs many make up freebies. For example, I actually received a free full sized sample of this Flash volume mascara which I am reviewing here, simply by filling in an online application for a tester. Rimmel often does this when launching a new product.

          Introducing the product
          This Mascara boasts an 'Exclusive Quick setting Lash Expand formula' with up to 14x more volume and promises to work in ten seconds flat (hence the 'flash' part of the name!). It introduces the concept of a new type of Rimmel brush with 'perfect fit' technology (whatever the hell that means!). Does this mascara live up to it's claims?

          Packaging
          I was pleasantly surprised by the packaging. Not that I would ever buy makeup purely based on the look of the packaging but it's always nice to have something which will look attractive and stand out in your make up bag. It's hot pink with gold around the bottom of the lid which makes it easy to find and is quite chunky and easy to hold.

          The look
          Despite the outlandish claims of 14x more volume, I tend to just put a bit of this mascara on for a subtle look. I'm not a fan of heavy make up but do like to turn up to work looking a bit more awake and perky in the morning than I actually feel so I always put some of this on before work (which is where the bright pink packaging comes in handy - makes it easy to find when I'm still half asleep!)
          If I'm going on a night out, I find it does tend to need a few coats before it starts to really stand out, which somewhat contradicts the claim of 14x more lashes in 10 seconds flat! However it does look nice when it's on. And the brush is quite big which makes it quicker to apply.

          Staying power?
          I'll often come back from a night out and go straight to sleep wearing my mascara only to find it's still intact the next day! I also have an annoying habit of rubbing my eyes which the mascara seems to survive also. Although having said that, if you happen to get this mascara on your skin by mistake, it's very stubborn to shift, smudges easily but unfortunately doesn't budge easily!
          Also, I've had this product for about 2 years now and it's still going strong plus it hasn't gone hard or clumpy. Some of the cheaper mascaras I've brought have dried out in a much shorter period of time.

          Colour
          Very dark. But to me that's a good thing. I'm very pale skinned so dark lashes look quite effective against that colouring. It also says on the packaging that it's 'Ulta black' so to be fair, you shouldn't buy this if you're not going for a dark look.

          Price?
          Average price round about £6/7 I think, which isn't bad and I'd of happily paid that if I hadn't gotten mine for free! You can buy it on Ebay for about £3 which is a bargain.
          All in all, I think it's fairly priced.

          Summary
          A good, lomg lasting mascara that doesn't quite manage to live up to it's claims.

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          16.10.2010 21:31

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          great

          * FLASH FLASH *
          I didn't buy this but my sister gave me it as she didn't like it so I thought i'd give it ago and it's okay but would never have picked this up myself as go for loreal mascaras.

          * The packaging ?*
          I like the packaging it comes in a chunky oval hot pink tube with gold writing on which I think is great. the brush is a bit bulky tho and I feel that more product gets on the brush that applying to your eyes.
          * application and thoughts?*
          it does make your lashes look thicker but I find the brush a bit hard to work with ans it's a bit big to get into the corner lashes. if your not careful with this one you can have spider leg eyes, I will use this product up but I wont buy it my self. i think this was around £6 but not sure and you can pick it up from most places that sell rimmel products.

          *last words*?
          it's not a bad mascara I just find the wand difficult to use but it does leave your lashes looking think , not bad for the price but not a mascara i recommend.

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          02.08.2010 20:04
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          The best mascara at a budget price!

          Your eyelashes will thank you for coating them in such a wonderful mascara!

          I cannot live without Rimmel's The Max Volume Flash mascara and urge everyone to buy it. Not only is it cheap compared to the other mascaras on the market but, more crucially, it does what it says it will. (I loathe products that claim to do something and fail to deliver)!

          As with all mascaras a few coats are needed to ensure max volume and this mascara has the best effect after it has been used a few times (in my experience, it seems to go thicker). The brush is quite big and the fact that it isn't curved doesn't matter because it will still cover all the lashes well if you take a little time applying it (about 2 minutes per eye if I'm being exact)! Once applied, this mascara doesn't shift and lasts all day and/or night. I've even slept in it a few times after drunken nights out and in the morning it still looks pretty perfect! The 'ultra black' shade is a tad darker than some other black mascaras that I've tried but isn't THAT noticeabley different or incredibly darker but I don't buy it for the depth of black it gives!

          The mascara itself lasts a good few months if you wear it every day so you will get your money's worth. Additionally, the bright pink packaging is ideal for making it easy to find when you're scrabbling around in your make up bag trying to get ready for work or a night out and time is of the essence. It will also stand out if you get your mascara mixed up with your girl friends' when you're getting ready for a night out!

          Overall, an excellent mascara that makes your lashes flutter the whole time they're covered in it!

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      • Product Details

        Take your lashes to the max! Quick setting Lash Expand formula / 14 x lash volume with no clumps / Skinny to fat in 10 seconds flat!