New Benefit 'They're Real!' Mascara - Review and Flash Sale Info

Recently I got the chance to test drive Benefit's brand new, not-yet-released mascara, "They're Real!" I was actually quite surprised and amused when upon my doorstep arrived this lie detector box accompanied by images of a very well-endowed film noir bombshell exclaiming, "They're Real!" However, the packaging isn't quite as important as the product, so here's my review.

It comes in a very nice tube. No plain plastic utilitarian tube here. It's a mirror-shiny black chrome-esque material, somewhat reminiscent of Hourglass' dark metal packaging.

The brush is pretty interesting. It's a plastic/rubbery type brush (I'm very fond of these) but instead of being tapered toward the top like I'm used to, it has a spiky thing at the end. It's like a cross between a normal rubber brush á la Lash Blast and a spiky ball brush like Telescopic Explosion. What it really reminds me of is one of those antique lightning rods:
The brush is designed to be used horizontally to grab lashes and add volume (like a normal wand) and then to be turned vertically to use the spiky end to lift, define and curl.


Here's one side without any mascara and without my lashes curled (the naturally have a bit of a curl to them, though). My eyes are so puffy and itchy... Super bad allergies this year.


Here's the other side with two coats of Benefit They're Real! Mascara. Well... maybe two and a half coats. I started to do a third coat but then stopped because I noticed it was starting to get chunky.

It adds a ton of length, gives a significant amount of curl to uncurled lashes and a modest amount of volume.

The formula is really smooth feeling. It feels very soft and thick, almost like a very soft wax. It reminds me of the way a tubing mascara feels like when you're applying it. It's not a tubing mascara, but it definitely feels like one going on and gives a similar look when applied. It's not a wet formula, but it's definitely not dry or flaky. When it's on your lashes it feels very soft and hydrating, but sometimes a little sticky or waxy because it's so soft. It doesn't dry hard and crunchy at all, it gives you very soft lashes. Removal is also easy; it melts away gently with water or makeup remover.

I love the rubber brush, the shiny tube, the way it curls my lashes and the silky, non-drying formula. However, there were a few things I didn't quite like.

The main downside for me is that this seemed to have a tendency to look chunky after the second coat. To be fair, I normally have this problem whenever trying a brand new tube of mascara, and I've only worn this four times, so it may get better with use. But, it was worth mentioning. It likes to clump up and give a rough appearance when applying more than two coats. If you're a one-or-two coat mascara wearer, you shouldn't have a problem.

The other downside for me is that I can't figure out the spiky ball end of the brush. Each time I try to use it vertically like it says, I make a bit of a mess. Maybe I'm not using a light enough hand... But when I do it, it sticks my lashes together and I get mascara on my lid. I think I just need more practice.

Overall, this is a great lengthening and curling mascara that isn't drying and doesn't flake. It doesn't add quite enough volume for me, but that's what the iconic BadGal Lash is for. Compared to BadGal it gives more length and curl and is a lot softer, but BadGal gives much more volume, a bit more definition and is darker.

This mascara officially releases in July and will retail for $22, but Benefit is doing a special one-day-only flash sale on it today (June 10 2011):


The preview sale is happening at these locations:

California
Macy’s Union Square
170 O'Farrell Street
San Francisco, CA 94101
415-397-3333 x4886

Bloomingdale’s Santa Monica
315 Colorado Ave
Santa Monica, CA 90401
310-985-6400

Ulta Laguna Gateway
9141 West Stockton Blvd.
Elk Grove, CA 95758
916-478-2610

Ulta Creekside Town Center
1232 Galleria Blvd.
Roseville, CA 95678
916-780-1117

Ulta The Promenade at Sacramento Gateway
3591 N. Freeway Blvd
Sacramento, CA 95834
916-285-6450

New York
Sephora Times Square
1500 Broadway #304
New York, NY 10036
(212) 944-6789

Illinois
Benefit Boutique Armitage
852 West Armitage
Chicago , IL 60657
773-880-9192

Canada
Sephora Eaton Centre
220 Yonge Street
Toronto, Ontario M5B 2H1
416.595.7227

(This was sent to me for review.)