I have to say it outright: I like some Rimmel products, but this is not one of them. I saw it on sale at the drug store, had read mixed reviews of it and thought I'd give it a go. First off, let's talk about the brush:

The shape, though interesting, is just plain awkward. I find it difficult to get in to the roots of all my lashes, especially without getting a mascara smear on my lid. I don't mind that it is one of the spiky plastic brushes, I'm generally cool with those. I suspect I'd be much fonder of the brush without the middle bump.

Follow up:

See mah naked lashes. Reference point, yo.

So, we've established I dislike the brush. How about the formula?

It's really wet. And clumpy. Here's one thorough zig-zag coat:

Signs of clumping with one coat!? So not cute. How does it fare after a few coats?

Yuck! Clump clump clump. If the clumpy look is your thing, this definitely builds up to plump clumpy lashes. It initially does give the lashes a bit of lift and curl, though it's not as even as I like - I blame the bump in the middle of the brush.

Furthermore, and significantly of note, after a couple hours of wear around home doing nothing much, I checked back on this - to find my lashes had settled back down to stick straight, with flakes and smudges under my eyes. My rather dry under-eye area had mascara smudges?! That's a new one for me! Also, visible flakes resting on my face are not the least bit enjoyable.

I have to give this a thorough two thumbs down - because even if you manage to get it to look good upon initial application, the hope of it being good will fade in a couple of hours when your mascara is suddenly on your face.

On the bright side, at least the tube is purple and purple is a pretty colour? Also, price point is nice. Your call, though; I think it's pretty clear whether or not I'll be buying this again.