Bigger is better, according to “medical professionals” who love to force upon women that the way to increase your self-esteem is to increase your bust size, your lips, and now your eye lashes!? Introducing Latisse, the first and only FDA-approved prescription treatment for inadequate or not enough eyelashes. Yup, that’s right, inadequate lashes. Apparently your face is a failure. Mom and Dad’s genetics are underachievers. Those little hairs that keep dust and other particles out of your eyes are, quite simply, incompetent. Now I can understand using Latisse for legitimate medical issues such as hypotrichosis (a condition of no hair growth) but I just worry that using terms like inadequate and adding on celebrity spokesperson Brooke Shields turns this product into another beauty industry scam that preys on self-conscious women. Not surprisingly, Latisse is made by the makers of Botox. So does this mean people will start to have Latisse parties? And what’s the limit on Latisse usage? Will we start to see Latisse addicts with ten foot long lashes poking out of their heads? Check out the commercial:

Look, I’m not against wanting to improve the look of ones lashes (I love my Great Lash mascara). I just don’t like that this product will probably be abused by women who don’t really have a medical issue. On the bright side, Latisse is sponsoring a campaign to generate $1 million to support the Make-A-Wish Foundation (borrowing on the tradition of blowing on an eyelash to make a wish come true).

My wish? That Latisse is used properly and doesn’t become another beauty trend that makes women feel even worse about themselves.