The Estee Lauder skincare and colour cosmetics range has unveiled a new 24 hour mascara created to stay put in all conditions including rain, tears, pool water, sweat and humidity.

With its small precision brush, Lash Power mascara is quick and easy to apply and can be removed without fuss with warm water and cotton wool - perfect for beauty conscious mums on the go.

The long-wearing formula promises not to smudge, while leaving lashes long and separated without unwanted clumps or flakes.

According to market research firm Euromonitor, cosmetics companies are increasingly focusing on convenience to meet the growing consumer demand for products that save both time and effort.

Cosmetic giants Rimmel and L'Oreal were recently criticised by industry watchdogs for using fake or digitally enhanced lashes for their mascara advertising campaigns.