Most Japanese women, regardless of age, desire bright eyes with lashes rolled up like those of dolls, according to a survey by cosmetics firm Kanebo Ltd.
Kanebo said nearly all Japanese women have short eyelashes that are angled down, and their eyes can hardly be called bright.
Current trends point to a new focus on eyes and eye makeup, and the boom is particularly striking in terms of mascara sales.
Kanebo asked 208 women in their 20s, 30s, 40s and 50s to take part in its eye-makeup awareness survey.
Ninety percent of the women had upper eyelashes that were angled down and most had lashes less than 1 cm long.
Asked what they looked for in mascara, more than 25 percent said they wanted it to give them striking eyes, 15 percent wanted it to curl up their eyelashes and 14 percent said they use mascara to add "volume" to their lashes.
Kanebo officials concluded that Japanese women in all age groups yearn for wide and impressive eyes similar to those of a Barbie doll.
Women in their 20s long for a look reminiscent of false lashes rich with mascara. Those in their 40s and older, however, prefer a more refined and natural look.
Cosmetic companies are scrambling to develop the ultimate doll-like mascara.
U.S. cosmetics maker Max Factor has come up with a product that helps eyelashes look 1.4 times longer and keeps the lashes separated.
Kanebo's new product is designed to make lashes appear more voluminous and heavy at the base.
Market analysts say it is a sign that an intense "mascara sales battle" among cosmetic companies is heating up.