Max Factor Wild Mega Volume Mascara: Big, Bold And Just Like Maybelline

Now here's a brand in confusion.  Here's a brand that doesn't know what the hell it's doing.  Max Factor brought out that batshit crazy 3 Day Mascara earlier in the year (taking longwear to new and even filthier levels).  In fact mascara that you can leave on this long defies every law of hygiene and is only suitable for a dirty stop out like Kei$ha (to free up valuable time to clean teeth with a bottle of Jack).

And now Max Factor mascara is busting a move on the hallowed territory of Maybelline and Rimmel with FLUORESCENT green packaging.  With an ENORMOUS bog brush of a wand.  With a WILD name and jungle like graphics.  And a PRICE POINT to match (it's €9.99, cheaper than their normal mascaras).

Sorry for all the caps, but they were totally necessary.

In all fairness Wild Mega Volume is a good mascara if you like fat hedgehog brushes and it does give great volume, definition and is uncompromisingly black and long lasting (not three days though thankfully).

But Max Factor are confused. The packaging and style of this product doesn't fit in with the rest of their cosmetics (although they have strayed to the crazee side with some of their brightly coloured eyeshadows and lippies lately) .  No7 have walked the line perfectly with their rebrand, and as a similarly priced brand Max Factor might go for some kind of similar cohesive strategy instead of the current mish mash of products.

But you know what?  I also reviewed their new CC Cream at the same time as this mascara and it's a completely different story.  It's so Max Factor.  Review coming up in a bit.