Editor's Choice: Mascara

Revlon CustomEyes Mascara

A quick twist of the cap actually changes the shape of the brush and the look it delivers, so we can have defined lashes for the office or dramatic for a night out.

• $7.49, target.com

Editors' Favorites: allure.com

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Award Winners

COVERGIRL'S Award Winning Makeup

SmokeyShadowBlast

• Fast, easy application
• Bold, colorful shade palette
• Gives you smoky eyes in a snap

CEW BEAUTY AWARD 2010

COVERGIRL and Olay Simply Ageless Sculpting Blush

• Breakthrough formula with Olay Regenerist Serum
• Gives an instant, healthy-looking, youthful glow

• Stays suspended over fine lines

CEW BEAUTY AWARD 2010

TRUblend Liquid Makeup

• Colorspheres imitate your exact skintone
• Smooth, oil-free formula

• Flawless looking finish

BRIDES MAGAZINE

• FEATURED: May/June 2009

Wetslicks Amazemint Lipgloss

• Fresh mint flavor
• Nonsticky formula
• Exciting color palette

ELLE BEAUTY SEAL

LashBlast Volume Blasting Mascara

• Brush gets to every lash
• Lashes look big and full

• Doesn’t clump, flake, or smudge
• Great buy

COSMOPOLITAN MAGAZINE

• Best Mascara

SHAPE MAGAZINE

Outlast Smoothwear All-Day Lipcolor

• Lasts through the day
• Great for events/occasions

• Doesn't smudge off
• Worry-proof wear

BRIDES MAGAZINE

Best Long Wearing Lipcolor

COVERGIRL and Olay Simply Ageless Foundation

• Breakthrough formula with Olay Regenerist Serum
• SPF 22

• Stays suspended over fine lines

FITNESS MAGAZINE

Courtesy of COVERGIRL. To see more Award Winning Makeup, visit COVERGIRL Online.

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2010 Readers' Choice...More products!

2010 Readers' Choice Breakthroughs: allure.com

Olay Professional Pro-X line (Wrinkle Smoothing Cream, Age Repair Lotion SPF 30, and Deep Wrinkle Treatment)

Used in combination, these three products matched up to a prescription wrinkle-fighting retinoid in company tests—but you don't need a doctor to get them. The bonus: Unlike some prescription anti-agers, this set causes no dryness, flaking, or irritation.

For more information and to see more of the Readers' Choice picks for 2010, visit Allure Magazine Online.

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2010 Readers' Choice

2010 Readers' Choice Breakthroughs: allure.com

CoverGirl LashBlast Length Mascara

For long, unclumpy lashes, this yellow tube is hard to beat: The formula contains the same nylon fibers used in professional lash extensions, which grab on to the tips of your natural lashes. The plastic bristles, in turn, prevent smudges and flakes. Plus, the skinny brush reaches even the tiniest lashes.

What are your thoughts about this mascara? Have you had any good or bad experiences?

To see more Readers' Choice products, go to Allure Magazine Online

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Best New Beauty Products of 2010

Allure's Best Makeup and skin care products of 2010

Lancôme Ôscillation PowerFoundation, $48

Some people love mineral foundation (it's natural; it's long-lasting) and some don't (it's heavy, cakey, messy). This version has a battery-powered sponge applicator that solves the problems by producing a smooth, uniform finish. You just dip the sponge into the mineral powder and press the handle's "on" button, and the tip vibrates 7,000 times per minute—massaging the powder into skin evenly. "This oscillating applicator breaks down the fine particles in the makeup, eliminating the need to blend," says Ni'Kita Wilson, a cosmetic chemist. "It also massages them into skin and fills fine lines." nordstrom.com.

Aveeno Ageless Vitality Elasticity Recharging System,Neutrogena Clinical, and RoC Brilliance Lines, $35.99-$49.99

These product lines have technology that helps skin cells stay young. Skin cells communicate using various processes, including one called bioelectricity, in which small electrical pulses tell the cells when to repair themselves, store energy, and make internal changes necessary to stay healthy. The currents can slow down as we age, and this can make it harder for skin to recover from sun damage and environmental stress. The scientists behind these products found that copper-plated zinc helps boost the skin's bioelectricity.

They developed a serum with the ingredient and a moisturizing "conductor" that activates the process—and found that this combination stimulated collagen and elastin production, helped reduce inflammation, and may fight hyperpigmentation. In clinical studies of the products containing the new technology, which include Aveeno Ageless Vitality Elasticity Recharging System for Day, Neutrogena Clinical Facial Lifting Wrinkle Treatment Night, and RoC Brilliance Eye Beautifier, subjects' wrinkles were reduced after four weeks. Ranella Hirsch, assistant clinical professor of dermatology at Boston University School of Medicine, says, "Harnessing a natural communication system in the skin is a powerful new way to fight wrinkles." target.com,walgreens.com.

The Best New Beauty Products of 2010: emAllure/em Picks the Winners: allure.com

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