As you can see from the picture, the button is on the end of the cap. The button does not turn on and stay on, you have to continue to hold it down for it to pulse. Unfortunately, to do that, you have to use the tips of your fingers to hold the cap, and press down the button at the same time. This makes it unwieldy to hold and apply the mascara, in my opinion. In fact, I think a demonstration might be in order. I was so disturbed by this product that I felt it deserved a video. Yes, yes I did:
So, yeah, I can’t even comment on the actual mascara part, as I was too distracted by the application. It may be really good. *shrug*. It is supposed to be released nationwide in July, ’09, but it looks like Wal-Mart is doing a soft launch of it now for $12.50.