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Benefit Cosmetics digital waitlist for They're Real! Push-Up Liner

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Benefit Cosmetics will be giving lucky gals early access via a digital waitlist to the newest beauty innovation, they’re real! push-up liner, the first ever lash-hugging gel liner in a pen. Benefit is expanding its best-selling they’re real! mascara franchise with this game-changing beauty breakthrough. Its patent-pending AccuFlex™ tip makes it beyond easy to get the perfect line every time.

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Due to the overwhelming buzz around the launch of they’re real! push-up liner, Benefit is releasing a limited amount of units, a month before it launches in store. Following nimble yet disruptive digital campaigns like ‘Realsies,’ Benefit is giving early access to the liner via an innovative, demand-based microsite. gives girls the chance to get in line as batch releases of the product reward those at the front. Fun, interactive gamification elements let them check their place in line and move ahead.

Aurelian Lis, General Manager of Benefit Americas added “We recognized the huge interest in the launch of they’re real! push-up liner, the innovative sequel to the world's best-selling prestige mascara they’re real! Harnessing digital with a waitlist that tells you how many people are in front and behind you in line, this is simply a fun way to bring to market some early access units before the worldwide launch on 27th June at 10am. “ Throughout the experience, visitors will encounter educational, ‘get the look’ and tips & tricks videos on they’re real! push-up liner. Benefit partnered with beauty gurus to launch exclusive

Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Known for fun, instant beauty solutions, Benefit provides women with a playful, interactive experience that is truly unique, bold & girly. The action-packed beauty brand has swept the world with one-of-a-kind cult products like Benetint, Dr. Feelgood, They’re Real & the POREfessional. Benefit is one of the fastest growing prestige beauty brands in the business with over 4000 counters in 40 countries. Famous for Brows, Benefit has been arching, waxing & filling brows for over 35 years. With over 1200 Brow Bars & Boutiques worldwide, the brand has become the brow authority where girls in-the-know get brows on-the-go.

You can be the first to try the first ever lash-hugging gel liner in a pen at In New York find all your favorite Benefit products at Sephora 119 5th Ave, New York, NY 10003.


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