Benefit Roller Lash – Preview

Last week I had the chance to attend Benefit Roller Lash launch event. Email invitation created an air of mystery since there were only hints referring to hair rollers. Then everything has been explained. Benefit launches Roller Lash, a mascara which simulates hair rollers for your eyelashes.

Benefit Roller Lash* has a Hook’n’Roll™  rubber comb to catch event the smallest eyelashes, lift and curl. It grants an eye-opening effect because it grabs each eyelash and it lifts just like a hair roller. It claims to hold the curl for 12 hours even if it’s not waterproof.

Now some numbers:

• 97% of women said  it visibly lifts lashes
• 87% of women said it gives long-lasting curls
• 94% of women said eyes look more wide open

Here there are some photos from the exclusive event held in a hair salon. Colourful, ironic and with a vintage twist as Benefit‘s brand identity itself.

Here it is the product. How cute is the packaging.

As you can see I almost have no eyelashes. They’re very short, thin and they’re not even very dark, although I have brown hair. I tried Benefit Roller Lash mascara for past week and I can say that it lenghtens, curls and add a good volume.

Of course, it is always tricky trying to capture a mascara’s effect with photography. You have to believe me: in real life the effect is way more dramatic.

Bare eye with no make up nor eyelash curler

Benefit Roller Lash mascara, MAC Face and Body foundation, Hourglass Brow Sculpting Pencil. Brow shaping thanks to Benefit Brow Bar.

I grabbed my eyelashes with Hook’n’Roll brush’s convex side. The brush has small tips to get  every lash from root to tip, even the shortest ones. With this movement I get a precise definition and lenght. Then I rotate the brush to get the maximum curl and add volume.

Benefit Roller Lash doesn’t smudge throughout the day, it doesn’t irritate my eyes and you can remove it completely with a single pad with micellar water.

You can find Benefit Roller Lash at Sephora‘s from March 2015 at €26.50.