By now you’ve probably heard of or even tried the lash-growth serum Latisse (or one of its nonprescription counterparts). These products have been shown to be quite effective and, for some women, worth ?every penny (as in 12,000 pennies, or $120). But if your lash fallout isn’t ex-treme (or if you refuse to shell out that much cash to diminish it), L’Oréal Paris’s Concentrated Lash Boosting Serum ($15; drugstores) may be the answer. This serum uses plant extracts, an amino acid and Pro-Vitamin B5 to encourage healthier lash growth, and according to clinical tests it actually works: Testers reported lusher lashes in about a month. If you want results now (and really, who doesn’t?), L’Oréal Paris is also introducing Double Extend Lash Boosting Mascara ($13; drugstores), a two-sided tube that, at one end, has an instant-thickening primer spiked with the lash-boosting serum and, at the other end, a volumizing mascara. Bonus: While we’re on the topic of double-ended mascara and smart innovations, we also have to tout Maybelline’s new XXL Pro 24-Hour Bold Mascara ($10; drugstores). If you’re a waterproof mascara ?aficionado, you know that in order to avoid raccoon eyes, one often has to sacrifice volume (adding the waterproofing ingredient to a thickening formula is apparently a chemistry nightmare). Well, no longer. This new product has a traditional volumizing mascara at one end and a waterproof sealant at the other. Because the two formulas are kept separate until you apply them, incompatible chemistry is no longer an issue. Va-va-voom.

Approximately half of women over 40 complain of tooth sensitivity-no surprise given that receding gums are, like wrinkles and grays, an inevitable part of aging. (Remember ?the phrase "long in the tooth"?) Until now, toothpastes that contained numbing agents were the best option for brushing your teeth without pain. But Crest’s new Pro-Health Sensitive Shield Toothpaste ($3; drugstores) gets to the root of the problem, which is that when gums recede, your teeth’s permeable dentin is revealed, allowing easy access to your nerves. Rather than just anesthetizing nerves, the Pro-Health toothpaste fills in thin spots or holes in the dentin, preventing external triggers like cold water from reaching the nerves. Even better, this shield stays on teeth after you’ve brushed, diminishing sensitivity all day-and allowing you to sip a Starbucks without wincing.