Avon Products has launched True 5-in-1 Lash Genius Mascara – and the brand says it “answers social media’s most-shared lash wishes.” The mascara was developed to provide the most-desired lash benefits, according to social media — volume, length, lift, definition and dramatic black color. 

To find out the “most desired lash benefits, Avon used the Genius Algorithm — an exclusive machine learning and artificial intelligence tool. The tool reads, filters, processes and ranks thousands of online consumer comments, and determined the top features they crave in a mascara.

The Genius Algorithm was created in partnership with data science and creative production company Media Monks. It allowed Avon to slice through and analyze largest beauty database in the world, the internet. By leveraging its renowned R&D capabilities to harness this unprecedented level of consumer insight, Avon is opening up its brand by offering a product that delivers exactly what the customer is asking for right now.

Development – the Brush

Developed by Avon’s multiple-awarded R&D team, True 5-in-1 Lash Genius combines a high-tech multi-action brush and a smart control gel formula infused with deep carbon-black pigments that are both buildable and lightweight. 

While the short bristles quickly load the formula onto lashes from root to tip and corner to corner to deliver the internet’s number one benefit, dramatic multi-dimensional volume, the comb grabs the lashes to lengthen, lift and separate each one of them. 

James Thompson, Avon’s Chief Beauty and Brand Officer, says, “This is another stride forward in our brand transformation and we accelerate innovation and open up value. The Genius Algorithm allowed us to sort through huge amounts of user generated content on social media and to understand the correlations and interconnections in what people really wanted in a mascara.”

Thompson continues, “The big finding was realizing that they actually don’t want to choose between one feature or the other. Volume and length are inarguably the most requested benefits by the beauty community. Everybody is seeking that coveted full and fanned-out lash look, but nobody wants to give up other important benefits, such as a dramatic intense black color. True 5-in-1 Lash Genius delivers it all.”

True 5-in-1 Lash Genius is also smudge-proof and water-resistant, standing up to heat and humidity to put an end on mirror-checks throughout the day.