Makeup supplier Clinique has launched a new long-wearing mascara - Lash Power Mascara, which vows to stay pretty for 24 hours.

According to the cosmetics giant, Lash Power Mascara has been created for the "woman who wants lashes that last all day".

Initially developed for the humid Asian environments, Clinique claims this "super long-wearing formula will not smudge ensuring that the mascara stays where it belongs - on the lashes, not the face".

Its "unique formula" uses advanced thermal sensitive technology to resist rain, pool water, tears, sweat, sebum and humidity.

"The new product delivers fantastic results that last for 24 hours yet when it comes time to take it off, there is no pulling or tugging required," a spokesperson for Clinique said.

Lash Power Mascara is removed by warm water. Simply by soaking a cotton pad with very warm water and gently pressing to lashes to loosen the mascara, then washing the face is enough to remove the mascara.

"With new Lash Power Mascara, eyes look enhanced and more beautiful than ever before," the spokesperson added.

"New Lash Power Mascara precision brush naturally lengthens and separates lashes without flaking and clumping, leaving them with a natural, feathered look.

"The innovative new brush is small and easy to maneuver as it reaches every lash.

"With its oval shape and narrow tip, this brush easily coats lower lashes, the corners of the eye and even the smallest of lashes."

Lash Power Mascara is 100 per cent fragrance free, allergy tested, ophthalmologist tested and suitable for contact lens wearers.

The article Clinique launches "24-hour" mascara originally appeared on 999 Today