You’ve heard of the Wonderbra – now, here’s the Wonderbrush – designed for Avon’s new Mega Effects Mascara. It’s an innovative mascara package, and the Wonderbrush represents a brand new approach to mascara application.

This new volumizing mascara has been six years in the making, according to the brand, and is the result of feedback from over 2,000 women and 5,000 hours of science. The formula is clump-proof, sweat-proof, non-flaking and non-smudging – and will give lashes “panoramic volume,” since the Wonderbrush allows the user to easily cover every lash.

Avon is calling its Wonderbrush a “multi-dimensional wand,” designed to lift the top and bottom lashes from root to tip by fitting the curve of your eyes. It can be used at 12 different angles – to cover your lashes, corner to corner. The brush’s large bristle area allows you to apply 40 percent more mascara to your lashes, when compared with a typical size mascara brush.

“There hasn’t been true innovation in mascara since the 1950s,” said Lisa Lamberty, executive director of color research & development, Avon.

Lamberty continues, “We realized there was a need for an improved application process and Avon is changing history by introducing a breakthrough with ergonomics in mind that will change the mascara application experience.”

To apply the mascara, the user removes the cap on the wide, uniquely shaped flat bottle. Next, rock the brush side-to side to pull it out. Bend the brush to your desired angle and apply. To close, insert the applicator until it clicks to lock in place.

Stay tuned to BeautyPackaging.com for more details on the development of this breakthrough mascara package.