Benefit They’re Real Push-up Liner launch

Last night, I was lucky enough to be invited to the launch of a new product from Benefit Cosmetics at the Lippincott Room in Smith & Caughey Queen Street. None of us knew what was being launched so it was pretty exciting!

We were greeted with the Benebabes and there were plenty of champagne, sparkling water and drinks. I have finally managed to talk to a few fellow bloggers and they are absolutely fantastic people! Hi Chanel (Pink and Sparkles), Christel and Camille (Makeupper), Sophie (Nana Wintour) and Kirsty (Makeup Obsessive) :>

Benefit launch – canapes and selfie with Chanel from Pink and Sparkles.

After some chatting and mingling and playing around with the photobooth, we were ushered in behind the curtains for the surprise! We were shown a video showing the launch of Benefit’s They’re Real Push-up Liner. 5 years in the making, Benefit has finally come up with an innovative solution to many women’s dillema – the perfect eyeliner.

The Push-up Liner features a twist off cap, a rubber tip with a dial at the bottom to dispense the product to the tip. At first I thought it was just a normal felt-tip eye liner with a funny shaped tip, but when I actually see it in action, the rubber tip actually has no product until you twist the dial and the soft gel-liner comes through from the hole in the rubber applicator! So the rubber tip is actually an applicator for a soft gel-liner! The slanted tip makes the application so precise and easy to control without make a big mess! Now that’s genius and I would have never though of something like that!

Benefit launch presentation – They’re Real Push-Up liner

Benefit launch – Selfies, photobooth, goodie bag, canapes

After the short presentation, we were all given a goodie bag with the new Push-up Liner, a They’re Real Mascara and the new They’re Real eye makeup remover. Yes, they are launching an eye makeup remover for that really hard to remove mascara – THANK YOU! You have no idea how much trouble I have with removing that mascara (cleansing oil doesn’t really do the job 100% without me putting much time and pressure on it).  We were encouraged to try the liner right there, or have the Benebabes apply it for you to test it out.

Benefit cosmetics – They’re Real Collection!

So when are we expecting these on the shelves? I have seen some posts on Instagram and YouTube on this Push-up Liner today (as 13th May was the worldwide embargo date) and people are already eager to get their hands on them! I am so lucky to be trying it before it is officially launched – thank you Benefit!

Alright, so it will be launched on the same day worldwide – 27th June 2014 (I did hear about a flash sale on 14th June…?). New Zealand, being at the front of the date-line, will be getting it first. It is available from the Benefit Counter at Smith & Caughey Queen street (doors open at 8am). So rush in to try it out and get your hands on it!

Prices: Push-up Liner NZD RRP$45.00, Mascara NZD RRP$43.00, Remover NZD RRP$34.00

Oh! Reviews are here – Push-up Liner, They’re Real Eye Makeup Remover! Make sure you follow my blog, instagram or twitter!