Beauty: Eyes Right

Clinique All About Eyes Serum. Photo / Babiche Martens

Lash lengtheners and around-the-eye serums have appeared as if from nowhere in recent months. If you believe the hype, eye creams and mascara are old hat and you should supplement them by investing in growth stimulants and souped-up serums to ensure glossy, longer lashes and superior anti-ageing skincare for the delicate eye area.

I can't vouch for the effectiveness of these cosmetic products because I haven't tried them for long enough to notice a sustained difference, but there's no doubt they're part of a definite trend - which is why we're looking at what's available.

New also on the New Zealand market is Latisse, a prescribed lash growth stimulant now being used for appearance as well as medical purposes. Latisse has been on sale for some time in the United States where it has helped women who have had chemotherapy regrow their lashes. It is also promoted by actor Brooke Shields for its ability to stimulate thickening and length, a boon for those with naturally stumpy, sparse or thinning lashes.

Similar lush-lash claims, without the same thresholds Latisse has met, are made of various cosmetic products.

The anti-ageing enticements made for the new eyecare serums are also considerable, but to my mind the launches that will be most successful are those that don't add yet another layer of product application to beauty regimes. If you're already happily using an eyecare product, then there's no harm in throwing in some extra ingredients promising added action, but bear in mind that serums aren't generally designed to do the job of moisturising creams.

Of the over-the-counter eye products highlighted today, Lancome's Hypnose Precious Cells is destined to be the highest profile. It appealingly does double duty as a mascara and lash conditioner, and it marks the debut of the French brand's new ambassador Julia Roberts, in what is the doe-eyed Hollywood sweetheart's first cosmetics campaign, shot by celebrity snapper Mario Testino.

1 Lancome Hypnose Precious Cells in Densifying Black $62

Rightly lauded for its mascaras, Lancome has cleverly added oomph to its strong-selling Hypnose. It now comes with a conditioning formula based on years of research into how cells function and comparisons between hair and lash structure. More than 2000 women's lashes were studied and it was found, like hair, that with age follicles become less active and the growth phase shortens, leading to fewer and shorter lashes. Lancome says that after 28 days its Lash Densifier Complex, containing plant-derived peptides also used in its skincare and an extract used in hair loss prevention products, delivers visible results by helping lashes last longer while encouraging new ones to regenerate. I say at the least you're guaranteed a top-of-the-line mascara.

2 Model Co Lash & Brow Growth Stimulator $50

The creamy serum is meant to be brushed on nightly with its fine mascara-style comb. It contains a vitamin and protein mix said to act as a hair growth enhancer. In four weeks it promises to deliver a noticeably fuller result for brows and lashes. Model Co recommends it for those with over-plucked brows and scanty lashes. (From Farmers.)

3 L'Oreal Double Extension Renewal Serum Inside Mascara $33.99

L'Oreal says the desire for thicker lashes comes from both younger women who want their eyes to have a more dramatic effect, and older women who have started to notice their lashes losing volume. This product's two-ended brush has a gel-like serum at one end and a good thick, black mascara at the other. The idea is you layer the mascara over a coat of serum in a two-step process that L'Oreal likes to use in a number of its products rather more than I do.

It also recommends use of the serum, containing stimulating arginine, at night and sells Renewal Lash Serum as a standalone product. As with similar products, they say it will be at least 28 days before the effects are noticeable.

4 Clinique All About Eyes Serum $64

This tube of refreshing roll-on serum helps de-puff eyes by mixing a rollerball massage with a gel serum. Micro-circulation is stimulated and fluid reduced, making skin look smoother. Contains caffeine and soothing plant extracts. Can be used under or over eye makeup and is suitable for contact lens wearers too, making it handy to have in your bag.

5 Yves Saint Laurent Top Secret Flash Touch Wake-Up Eye Care $95

Wake up tired looking eyes with this emulsion to smooth the eye contour area and prime it for makeup. Roll-on eyecare was debuted to the mass market by Garnier and then used by L'Oreal in its men's range. Now it's popping up in pricier brands, showing innovation doesn't always come from the top down.

The YSL version contains arnica to stimulate micro-circulation, decongest puffiness and deter dark circles. Correcting rosy-toned colour pigments diffuse light to soften shady zones.

6 Environ Ionzyme C-Quence Eye Gel $98

A trio of powerful peptides in a gel formula works to decrease wrinkle depth around the crow's feet area by stimulating collagen and elastin. (Salon stockists, ph (09) 636 1966 or www.environ.co.nz)

7 Sukin Antioxidant Eye Serum $21.99

This Australian natural skincare company delivers a generously-sized (35ml) creamy eye serum using plant proteins to target puffiness and rosehip, evening primrose and borage oils to target fine lines and skin cell condition. (From selected Farmers, pharmacies and health food stores. For stockist ph 0800 118 311.)

8 Nimue Eye Serum $64

Use morning and night to help tighten the eye area and reduce dark, circles, puffiness and wrinkles. This serum mixes Idebenone with a phytoceutical complex and peptides, and enhances skin suppleness over time. (For salon stockists visit www.globalbeauty.co.nz)

9 Murad Eye Treatment Complex $124.30

A two-pronged approach to diminish existing damage and ward off future aggressions by using alpha hydroxy acids on lines and wrinkles, lecithin to strengthen the skin's barrier to lock in moisture, and antioxidants for protection. Contains SPF8. Pat on twice daily. (From Caci medispas or see www.murad.co.nz)

Stockists: Brand counters unless otherwise stated.