Enlisting models to rollerskate around Knightsbridge may seem an unlikely way to inform shoppers that a new mascara has landed in the cosmetics hall at Harrods, but when Estée Lauder wanted to herald the arrival of TurboLash All Effects Motion Mascara on the last weekend of July, they felt a need for speed.

One week later and Lancôme were hot on their heels with Ôscillation, its new breed of mascara which already has a waiting list of weeks at its London launch pad, Selfridges.