I was in London the last two weeks and bought a tube of the new L Oréal Lash Architect when I saw it at the introductory price of £7.99 (usual price £10.99) in Boots. I quite liked the original Lash Architect Midnight Black, so I thought this might be a successful buy too.
The mascara claims to provide a false lash effect, leaving lashes volumised, lengthened, texturised and curved. It also apparently contains "sculpting fibres".
I'm not sure if you've seen the TV ads for this mascara but it looks like L'Oréal have finally got the message that we're not fooled by mascara ads with ridiculously obvious fake lashes on the models. Milla Jovovich appears in the ad with her real lashes loaded up with mascara. As much as I realise the make-up artist probably didn't use the advertised mascara on Milla at all, it still made me curious to try it.
The wand of this mascara is relatively skinny and slightly angled just below the brush, which some people might find handy for reaching every single lash, but you could also just bend any old mascara wand and get the same effect. The brush comes out of the tube looking heavily loaded with mascara, but it transfers evenly onto the lashes.
The mascara formula itself has an elastic quality to it, and does in fact feel like it's stretching and lengthening the lashes. However, it also has a stickiness which glues lashes together, giving them a spindly look and completely destroying any volume.
Here is what my lashes look like curled but BEFORE mascara...
And here's how my lashes looked AFTER one coat of L'Oréal Lash Architect 4D mascara...
I found the mascara dropped the curl out of my lashes quite quickly so as well as them being spindly, they were also pointing in different directions and generally looking messy and not very plush. The only good thing I have to say is that lasting power is great... even after a sweaty, humid day in New York, my lashes were still shiny and black, with no transfer or flakiness under my eyes. Yet it removed easily with a face wipe.
But hmmm... I definitely wouldn't buy (or even use) this mascara again. There is nothing "false lash effect" about it at all! Back to Maybelline Volum' Express The Collosal for me...
Update (16th October 2011): I've been perming my lashes and am finding that this mascara is brilliant as long as lashes are already curled and so the problem of curl drop no longer exists. It thickens and lengthens in one coat, with no smudging or smearing. And because I don't need to worry about it weighing down my lashes, I can brush more of it on, giving a more sculpted and dramatic look than I achieved on my non-permed lashes. If you have naturally curly lashes, I recommend trying it! Here's an updated photo of L'Oréal Lash Architect 4D on my permed lashes (about two weeks after the last perm):