Eye love colors!

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Benefit Philippines trainer Miakka Lim (left) and Brand Manager Donna Shaw

Benefit Philippines trainer Miakka Lim
(left) and Brand Manager Donna Shaw

Benefit launches blues, greens and purples for liners and mascaras
San Francisco-born Benefit Cosmetics has established itself as a leader in eye makeup innovation globally, having formulated two breakthrough products, They’re Real Mascara and They’re Real Push-up Liner in 2011 and 2014, respectively.

Both products, according to Benefit Philippines Brand Manager Donna Shaw, have “changed the world of mascaras and liners,” and continue to be top-selling products in the international cosmetics market.

With the brand’s They’re Real duo, high expectations have naturally been set for the American cosmetics company for its next breakthrough product in the eye department.

Midway into 2015, Benefit has delivered on this expectation with another game-changer: a whole new range of They’re Real Mascara and Push-up Liner in bold yet wearable colors.


On June 25, Benefit Philippines launched their blue and brown shades for mascaras, and the more exciting palette of blue, purple, green and brown for eyeliners. Held at Black Sheep in Bonifacio Global City, Taguig, the launch featured fun games for loyal “Benebabes” in partnership with Mystery Manila, as well as a tips and tricks demonstration by Benefit trainer Miakka Lim.

In an interview with The Manila Times, Shaw related that women are generally “afraid” to wear colorful eye make up.

“A lot of women actually want to play with more color for their make-up everyday, but are mostly intimidated with colored eyeshadows. They generally find them too loud. So what Benefit did is to formulate wearable shades so that even if you finally find the courage to wear green liner, it’s not a screaming kind of green,” she explained.

A whole new range of They’re Real Mascara and Push-up Liner in bold yet wearable colors

A whole new range of They’re Real Mascara and Push-up Liner in bold yet wearable colors

Shaw further added that Benefit’s choices of colors for the liners are in fact “very universal.” She also assures Filipinas that blue, green, purple and, of course brown, will complement Asian eyes.

“In fact these colors will even make brown to black eyes pop and even more defined,” she added.

As for ease of application, Shaw reminded The Manila Times of the unique AccuFlex technology of Benefit’s eyeliners. The material makes up the liner’s tip to allow They’re Real’s gel formula to be used as a smooth gliding pen liner.

The tip is also tapered so that it hugs the lashes for accurate lining.

“You can create the thin- nest lines for day or for appro- priate corporate makeup, and then build it up if you want to be more dramatic by evening.”

As for the colored mascaras, Shaw pointed out that going blue should not be too daring since the shade is actually jet blue, just as the original product is jet black.

Acknowledging that the launch of these new eye colors coincides with summer in the West but rainy season in the Philippines, Shaw exclaimed, “Let’s bring out color this dreary time of year!”

Whatever the season, Shaw noted that Filipinos will always be a big “color” market.

“We’re really fans of lipsticks and blushes so why not translate that love for wearing colors on our eyes?” she ended.

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