I saw this product on an end-aisle display at Walmart. I hadn't heard of it, but as I was in the market for a new mascara, it was inexpensive and I'd used (and really liked) Almay's One Coat Lengthening Mascara, I thought I'd give it a whirl. When I got it home I was surprised to find that it was a a dark, slightly sparkly violet color -- I guess I missed the "plum" part and only focused on the "black." But on my dark lashes, it doesn't look purple or sparkly. I can't say that it makes my eyes look brighter (maybe it does in a very subtle way), but this is a very very good mascara: goes on completely clump free, leave lashes pliable and naturally fuller and longer, wears all day with no smudging or flaking, and comes off with my daily facial cleanser. What more could you want? I will say that even with the color of the product, that (for people with darker lashes anyway) it's more suited for a daytime look than for more dramatic nighttime looks. You get more of a "natural" look, which I vastly prefer to those VAVOOM lashes that look good only by candlelight.
