CALL it the Battle of the Battery-Operated Mascaras.
On July 17, Estée Lauder introduced TurboLash, a mascara with a battery-operated vibrating brush, at Saks Fifth Avenue in Manhattan. The night before, the company's Web site, esteelauder.com/turbolash, sold out of its stock of about 1,000 mascaras, said Elana Drell Szyfer, the senior vice president for marketing at Estée Lauder.
On July 31, Lancôme, which had been scheduled to trot out its own battery-powered wand in November, fired back with a one-day advance sale of the mascara, called Ôscillation, in a handful of stores nationwide.
By the end of the day, more than 5,000 mascaras had sold out at outlets like Bergdorf Goodman in Manhattan, Neiman Marcus in Houston and sephora.com, said Kerry Diamond, the vice president for communications at Lancôme USA.