It’s been three years since San Francisco born Benefit Cosmetics launched its phenomenally popular “They’re Real! Mascara,” that women around the world hailed for revealing lashes they never knew they had.
So successful is this beauty game changer that statistics from Benefit’s worldwide presence records a bottle of They’re Real! Mascara sold every 10 seconds.
This season, the cosmetics brand launches yet another real beauty game changer with They’re Real! Push-up Liner, which was welcomed in the Philippines with an uber sexy party at Peninsula Manila’s Salon de Ning on May 8.
Touted as the “first ever lash-hugging gel liner in a pen,” Benefit Cosmetics Philippines’ brand manager Aubrey Bautista shared the inspiration behind the newest make-up must-have straight from its genius developers.
Over in San Francisco, according to Bautista, company executive vice president for Global Marketing Julie Bell and her team began studying the evolution of eyeliners. They found wood pencils were hard and unforgiving; pot gels were messy and required a separate brush; felt tip pens dried out quickly and looked harsh.
“So we created a truly unique eyeliner that has none of these issues!” Bell was quoted to exclaim.
Guided by such eyeliner difficulties, the team went on to formulate a product that is a matte, made from long-lasting and waterproof black gel, in one magical pen.
“The innovative AccuFlex tip easily hugs your lashline from corner to corner, and it is the only one that is wide, angled and flat,” described Bautista.
Moreover, the ergonomic shape of the pen to the custom tip is the perfect balance of flexibility, which allows for a forgiving line and stability, thus providing exceptional control during application.
The company further employed a unique micro-dose technology to ensure exactly the right amount of formula is dispensed with each twist of the pen.
“Technical stuff aside, this is truly D.I.Y. sexy eye! You can easily apply it with one hand tied behind your back, literally,” enthused Bautista.
For sexy looks that are “beyond easy” to achieve, try these three exclusive looks below from Benefit Cosmetics’ Pro Makeup Artists:
Swoop up and away! Stroke They’re Real! Push-up Liner along your lower lashline for dramatic party eyes in seconds.
Below and behold! Line along your upper lashline from the inner corner out. “Wing” the liner straight out past the outer corner, this creates the illusion of bigger, sexier eyes.
Retro Double Wing. Line upper and lower lashlines from the inner corner out. Extend liner just past the outer corner for an easy retro glam look.