• Elle July  2011 Eyeshadow Primer Potion


...Urban Decay's 24/7 eye pencils and Eyeshadow Primer Potion. (The company recently conducted a clinical trial on the latter, in which it was shown to keep eye shadow color-true and crease-free for 24  hours.  "We had to stop the test because people wer tired and wanted to go home," says Zomnir, "but my guess is that you could push it a few more hours.")  Unlike traditional waterproof fringe-boosters, Cannonball's gel-like formula remains soft feathery and springy after it dries, so lashes feel feathery and full, not crispy and breakage-prone.


Zomnir's approach is particularly refreshing:  She's a firm believer that makeup should be worn in any way that makes you happy, and if that means wearing peacock-colored eye shadow while scuba diving, so be it.  Although Urban Decay's waterproof formulas were originally developed, she says, "because there are a lot of fans of the brand who love to go out at night, and when they come home at 5 A.M. they need their makeup to look as good as it did when they left the house," she soon realized that even non-night owls could benefit from smudge-proof beautifiers.  Ultimately, a mascara like Cannonball isn't just for those of us who want to emerge from the ocean looking like Ursula Andress rather than Alice Cooper - it's a survival tool for everyday life.


Urban Decay 24/7 Glide-On Eye Pencils won't run at the gym, even if you do.


Urban Decay Cannonball Ultra Waterproof Mascara leaves lashes soft, fluttery, and impervious to the elements.

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