Benefit They're Real Push-Up Liner: Nifty Eyeliner Pen Took 5 Years to Develop

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Janine
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Benefit They're Real Push Up Liner_beauty look_swoop up & away

Benefit is launching Benefit They're Real Push-Up Liner, their biggest innovation ever, and had a whole tease-marketing campaign planned for the next couple of weeks. The media was under a strict global embargo -- we weren't allowed to publish even a photograph until May 13th. And some big publication broke the embargo and torpedoed the campaign. Oops. But that means I can tell you about this nifty new liner right. this. minute. Whether or not you have trouble giving yourself that sexy cat-eye or kitten flick, you want to try this.

benefit they're real push-up liner

Benefit They're Real Push-Up Liner reviews_ lash-hugging gel liner pen

Benefit's known for their totally cute packaging and saucy names, but with this launch, they mean business. Don't be fooled by the word "pen" up there in the headline. The Benefit They're Real Push-Up Liner is unlike any eye liner pen most of us have ever tried. That's not a marker-type felt tip. I'll let Benefit explain it here:

benefit they're real push-up liner flexible nib

The Benefit They're Real Push-Up Liner is designed to make a flawless winged-liner application super-easy. Well, easier than liquid liner, and easier than using a brush and pot of gel. Its firm yet flexible angled nib has a tiny opening through which matte-finish gel liner emerges. Twist the end of the pen once to propel through exactly enough gel liner for one eye (if you're doing a simple look, not bold and dramatic).

Benefit They're Real Push-Up Liner_lash-hugging gel liner pen tip

Here's a closer look at the Benefit They're Real Push-Up Liner nib. According to BritishBeautyBlogger, we'll be seeing flexible eye-liner tips like this soon from a number of brands, including Smashbox.

Benefit They're Real Push-Up Liner_lash-hugging gel liner pen

The Benefit They're Real Push-Up Liner ($29) hits Benefit counters, Shoppers Drug Mart Beauty Boutiques, Murale and Sephora on June 27th.

I need a bit more play time with the liner before a review. Haven't yet used it in the back of a cab....

Whaddya think so far?