They're Real! Push-Up Liner has the texture of a gel-cream eyeliner but is dispersed through a pen-style applicator (like liquid eyeliner) instead of a traditional pot. The twist-up packaging is intended to keep the formula from drying out, and offers a new way to apply gel-cream eyeliner without the need for a separate brush.
In some areas, They're Real! Push-Up Liner really excels, but it's not a total homerun.
The "AccuFlex" tip hugs the lash line, depositing saturated, matte black color. How thick or thin of a line you create depends on your technique, but either way, the rubbery flexibility of the tip produces even coverage (no dragging or skipping). Bonus: Its slanted point is super-helpful when drawing on a winged or cat-eye look.
Once set, the fragrance-free formula is waterproof, but not necessarily foolproof. Oily skin can take its toll and break down the color over the course of the day, to the point where you may even experience smudging. If you don't have oily skin, this wears better, offering stay-put color all day.
One drawback to the unique applicator is the need to click and wipe away the product that sits in the tip before applying because it somewhat hardens. It's an easy fix, but given how much this eyeliner costs, it seems wasteful.
All in all, we were impressed by They're Real! Push-Up Liner's unique applicator's ability to impart smooth, richly pigmented color, but there is room for improvement. This style of eyeliner is the first of its kind, but we suspect imitators from the drugstore to high-end brands will follow.
- Flexible tip hugs lash line and produces a smooth line of color.
- Ably draws a thick or thin line, depending on your preference.
- Saturated, matte black pigment.
- Waterproof as claimed.
- Slanted tips works well for winged, cat-eye look.
- Oily skin can break down the formula resulting in smudging.
- Product can dry out if it sits in the tip for too long.
Benefit was developed by twins Jean Danielson and Jane Blackford, whose initial claim to fame was a stint as the Calgon twins back in 1960s television commercials. They opened their first cosmetics store, The Face Place, in San Francisco circa 1976, and then, perhaps recognizing the need for a name with more impact, The Face Place became Benefit in 1990. From there the line took off and expanded its presence beyond the Bay Area to include national department stores and, eventually, Sephora boutiques. Sephora's parent company, LVMH, purchased Benefit in late 1999, and, for the most part, has allowed the brand to stay true to the zany irreverence that put it on the map.
Fortunately the change hasn't eroded Benefit's makeup philosophy, which is outrageously fun, or its product arsenal centered on impossibly cute names and a lexicon that aims to make beauty enjoyable. Benefit single-handedly started the trend of selling makeup and skin-care products with ultra-cute appellations for less than ultra-fancy prices. It seems that in recent years, LVMH's influence may have trickled down to Benefit's marketing department, because most of the cute, attitude-based product descriptions have been tempered to more clearly communicate the products'... you guessed it, benefit. But that's a smart move given the number of products Benefit competes with in department stores and at Sephora.
Yet even with the more straightforward claims, most of these products simply can't do what they say they can. In almost every instance, the showcased ingredients are either present in itsy-bitsy amounts or the claims attributed to them are not even remotely true. Despite this, if you're in the mood for a fun experience and can manage to choose products wisely while enjoying the whimsy, Benefit deserves a look.
For more information about Benefit, call (800) 781-2336 or visit www.Benefitcosmetics.com.
It's refreshing to see a cosmetics line espouse fun and frivolity, but if product quality and performance aren't there to sustain the philosophy there's not much to discuss. Luckily, that's not the case with most of Benefit's makeup. As with most lines, there are enough missteps and problem products to shop carefully, but Benefit shines in several categories, including foundation, bronzing powder, blush, and shimmer products.