I have loved this ever since it came out, along with 2000 calorie. Both worked better for me than high end mascaras, at a much lower price. These are also one of the rare mascaras my sensitive eyes can tolerate.
I have found for dramatic effects they should be applied in quick movements, by quickly moving the brush up against the lashes (press the lashes down against the wand when the wand goes up against the lashes. You get the entire length of lashes coated that way), and also avoiding applying on the exact same area several times but rather moving the wand horizontally along the lash line, section by section. This way the lashes don't stick together, are better separated and fluttery. My pics (images 6 and 7 out of 8) are gritty but you can still tell there's considerable length and volume, after a long day of wear (as proved by my shiny forehead and oxidized concealer :-/ ).
Never has this flaked on me ever, in all those years.
It is a wet formula that dries quickly after application, but if you're doing a more dramatic look you'll likely smudge it around the eye area. I just make sure to apply before eye shadow, and to wipe mistakes off with a q-tip. It takes quite some time if you want an intense effect, but when i wanted huge lashes i spent more time on my eyes than the rest of my face together anyway so that never bothered me much. Two coats will still have a nice effect.
It's very similar to 2000 calories and More Lashes, except those had more emphasis on volume (still giving impressive length) and left lashes full and fluttery with no clumps. Not sure they're still available though.
A great replacement that also curled impressively was their False Lash effect in the pink tube. I can only find the purple tube these days and it's not as good, though it's okay.
Have been repurchasing for ever, and recommend.