I like to put my makeup on in the morning and not have to touch it up at all during the day ... I want it to last until I take it off at night. I had been using Revlon's Grow Luscious but it smears and flakes terribly, even the waterproof formula, even if I only coated the top lashes. I bought this 24 hour CoverGirl mascara on a whim, really, and it has become my "go-to" mascara. I have not had the experience that other reviewers have stated [smudging, etc.] at all. Perhaps it's because my skin is dry, or that every molecule of makeup from the day before is gone before I put my makeup on... As far as removal goes, I just massage a little baby oil between my index finger and thumb and then onto my lash area for a minute or so, then I wash with facial soap to remove the oily residue; it does come off completely, I don't think makeup remover is quite high octane enough for this formula. I have cried whilst wearing it. I have slept in it [I know, I know]. I have worked out and I have sweated profusely while wearing it. And it doesn't come off. Holds a curl really well, also, even after sweating or crying. Apply this mascara to clean dry lashes and it will stay on until you use an oil to remove it. I seldom ever wear mascara on my lower lashes but the few times I have with this CoverGirl 24 hour stuff, it stays on my lashes, not on my face. I will continue to buy this until Covergirl decides not to manufacture it anymore. Completely lives up to my expectations. :-)

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Cover Girl is hit or miss with mascara and this one was a hit. The big teddy bear brush easily deposits the volumizing formula onto every lash, pumping up the thickness and drama. Long lasting.