In sounds like those who love their eyelashes big and beautiful can soon throw away their mascara and stick-ons. It seems that a main ingredient (bimatoprost ophthalmic solution) in a popular glaucoma medicine has the added side effect of causing eyelashes to grow. This has caught the attention of companies who are interested in further developing this into an honest-to-goodness eyelash-fertilizer.

Implications - The idea of having longer eyelashes is regarded as an attractive physical trait. Cosmetic companies attempt to satisfy the need for lush lashed with products such as mascara and falsies. Though these products are readily available, consumers continue to seek eyelash innovations that have longer, more natural-looking results.