OK, when I say revolutionary, I don't mean that it's going to extend research into the human genome or topple the monarchy. But motorised make-up is a new direction for the beauty industry and has created a real buzz, literally, for beauty addicts.

It started at the end of last year with a race between Estee Lauder and Lancome as to which could be the first to market with this new concept, both launching vibrating mascaras around the same time. And gimmicky as it may sound, the female equivalent of a power tool was an instant winner, with both brands reporting massive demand for their new cosmetic hot rods.

Prices however, were slightly eye-watering for a cosmetic from which, if used daily, we're probably only going to get about three months' use - rrps are £27-28 for Lancome's Oscillation and Lauder's TurboLash.

But now Maybelline has launched the first mass-market version, Pulse Perfection, at almost half the price, £14.99, which launches in August 2009. And having seen it in action at a presentation by Maybelline's brilliant celebrity make-up artist, Fiona Jolly (pictured below left), it certainly does the job, lengthening lashes as it draws them out and up - the cosmetic equivalent of a push-up bra for the eyes.

The motor inside the handle generates 100 micro-pulsations every second which, combined with a spiky-headed, flexible wand that reacts and moves to the pulses, coats lashes from root to tip, building volume as it goes. Make sure you zig-zag the wand through the lashes for best results.

There is one problem: you have to keep your finger on the activating button on the handle, which does make it a bit fiddly to use. But it's worth it, because results are spectacular.