Rimmel Shake It Fresh Mascara: Review and Swatches

Disclaimer: The product featured was provided for review.

New from Rimmel comes a revolutionary mascara equipped with a unique and patented "shaker system" that promises a smooth, clump-free formulation. With a special packaging that you can shake to keep the mascara fresh and smooth, the Shake It Fresh Mascara ($12.99 CAD) is certainly very intriguing. To read my review and see some before and after swatches, click......

Rimmel London Shake It Fresh Mascara in "003 Extreme Black"

Packaging:
The first thing I noticed when I picked up the Rimmel Shake It Mascara is how heavy it is. Compared to you average mascara, this thing weighs at least twice as much. The weight is due to the patented "shaker system", which Rimmel hasn't disclosed much about on their website. From what I can tell, though, using a flashlight and a little detective skill, the mascara seems to have a large tubular contraption inside that moves up and down within the tube. So basically, similar to how a nail polish bottle contains steel balls that help keep the formulation smooth and mixed, this mascara has a similar component inside the tube that prevents the mascara from clumping. As the packaging instruction states, before each use, give the mascara a shake to prevent clumping.
Aside from the shaker system, the packaging is pretty standard. The wand is a simple bristle brush with a slightly tapered end. It is only slightly larger than average but for someone like me who has short and sparse lashes, it was just a tad too big.

Rimmel London Shake It Fresh Mascara in "003 Extreme Black"

Formulation:
The big selling point of the Shake It Fresh Mascara is that the formulation is super smooth and clump-free. Fortunately, it delivers on both accounts. The product is very liquid compared to your average mascara, so it applies smoothly, with virtually no clumping. However, because the formulation is so thin and wet, it's very difficult to built and almost immediately after applying a thin coat, my lashes lose their curls.

Rimmel London Shake It Fresh Mascara in "003 Extreme Black"

As you can see from the swatches below (I used two coats), Shake It Fresh provides a bit of definition but no length or volume. I also experienced a lot of problem with smudging. After hitting the gym, I was getting some serious raccoon eyes even though I didn't actually apply that much product.
So all in all, this mascara did not work for me. If you have naturally full, long, and curled lashes, the Shake It Fresh might be good if you just want a naturally defined effect. However, if you are like me and want a mascara that volumizes and lengthens, you will be gravely disappointed. With that said, I do like the Shake It Fresh Mascara's shaker system. The idea of having something inside the tube to evenly mix the formulation before each use is quite innovative. However, the technology would probably be more effective if paired with a slightly thicker formulation that provides more volume and length.

Rimmel London Shake It Fresh Mascara in "003 Extreme Black"

Availability:
Rimmel London is available online and in stores at London Drugs, Shoppers Drug Mart, Walmart, and Jean Coutu.

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