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Meganekko Mascara

By Isehan 

Meganecco Mascaras (¥1,050Prices are approximate only and subject to change.
White Rabbit Express service fee and other costs not included.
) are the perfect solution to a problem that has kept the Japanese fashion world on its toes for almost a decade: how can the modern woman wear enormous fake lashes without smudging them on her oversized geek-chic glasses?

Meganekko (メガネっ娘) is often used in anime and manga fandom to refer to females whose most attractive trait is the fact that they wear glasses. It describes women whose character or personality is closely associated with wearing glasses and has been a big trend in Japan for a while now, but it has come into serious conflict with the meteoric rise of the enormous eyelash trend. How can enormous fake lashes and geek-chic glasses coexist peacefully when most mascaras leave smudges or flakes on the lenses?

Savvy Korean and Japanese youths somewhat solved this problem by doing away with the lenses altogether, but cosmetics manufacturer Isehan has a better solution. They’re launching a new Mascara line in August 2013 called
Meganecco Volume Mascara which has a creamier consistency than standard mascaras, creating a thicker coat around each lash and delivering additional eye-liner effect. The mascara brush—shaped like a fine-toothed, double-sided comb—keeps lashes from sticking together and lifts them up. It all helps to make the eyes look larger and wider, which was really the whole point of wearing big glasses and slapping on enormous eyelashes in the first place!

A second line called Meganecco Extra Length Mascara helps to make smaller eyes appear more slanted and widens them by elongating the lashes on the outer corners of the eyes.

The carnauba wax contained in the formula makes the mascara exceptionally water- and smudge-proof and lends it a glossy finish although it can be washed off with hot water. The specially designed mascara brushes help to curve the lashes away from the glasses, so they can’t smudge, and the reliable formula prevents lashes from losing their shape throughout the day. Panthenols and vitamins nourish the lashes, keeping them supple and prevent them from breaking.

Carnauba wax, panthenol, vitamins, panax ginseng

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Contributed by Rene

Rene is a writer and trend researcher. Born to Japanese parents in Vienna, Austria, she studied fashion and industrial design in Vienna, working as a make-up assistant (where she learnt to decode the complex world of primers, foundations and powders) and briefly as a stylist. After a year under the scorching sun in rural Thailand, Rene finally arrived in Tokyo and spent seven years writing for design magazines and researching trends in youth culture and design. She is White Rabbit's expert on Japanese beauty goods, fashion, and design products.

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