I admit, I was wary about trying this. I hadn't had much luck thus far with the Rimmel things I'd tried. Read my reviews for the eyeshadow, and lipstick here. However, I am a trooper and in the interest of beauty blogging (its a tough world..;) I forged ahead.
The Mascara itself promises to "Capture and Plump every lash!". Its got a "Max Density brush that covers the entire lash line to reveal and plump every lash" and the formula contains "3x collagen and keratin".
Packaging: Now, keep in mind, I'm a newbie beauty blogger, and silly me, I lost the picture of the mascara in its packaging. However, it basically came as it looks above, with the box around it. I actually like how the top spins and has a little click shut, however, like I said, it came as shown above. I have a problem when mascaras are packaged with the brush in the tube already. As soon as you put the brush in the tube, oxygen gets in , and it starts to go bad (after many many months..but still). I like knowing my mascara is fresh. How do I know when these were sent out? who knows.
Consistency: The formula itself is actually really nice. Its not super wet, but its also not really thick.
Brush: Whoh. Another beastly and intimidating brush
I have to admit, I was a bit shocked at the size of the brush, but intrigued nonetheless. However, it did do what Rimmel claimed. It got in there, and coated every lash. The brush went through smoothly, and I didnt experience any clumping. You can do 2/3 coats without any clumping if you don't let it dry between coats. If you do like letting it dry, then you're going to be in clump city.
Performance: I actually was pleasantly surprised, and really liked this mascara. It didn't give me ginormous volume, but more then I get with a lot of my other mascaras. I also experienced length too, but the volume-yeah baby! I generally go for volume since I'm a glasses wearer. I didn't experience any flaking or clumping throughout the day, however, if you're an eye rubber like me, then you will. Towards the end of the night, I had some flakes since I had rubbed my eyes (forgetting I was wearing mascara-oops). Removal was also very easy. Just a few swipes of the makeup removing wipes, and done.
Overall: Overall I was pleasantly surprised by this mascara. It doesn't give a huge amount of volume, but definitely much more then average. I didn't experience any clumping, or flaking (unless I rubbed my eyes), and it held a good curl throughout the day. While I was unhappy that the brush came packaged already in the mascara itself, I'm willing to overlook it because it performs really well.
I give it: 4/5
All opinions here expressed are my own.