Beefcakes Love Benefit

Tough guys get in on the mascara act

They say big boys don’t cry – well, they’d better not, as their Benefit They’re Real mascara will run, in this new viral campaign from the iconic American beauty brand.

Move over Diet Coke man, these flirty chaps – who include a tattooed yoga teacher, a car mechanic and a six-packed poolside hunk – are being ogled by a bevvy of women, largely for what they are keeping in their trousers. Of course, this being quirky brand Benefit, their, erm, package, which they have a good old rummage around in their nether regions for and then start to pull out, turns out to be a mascara. One of them, for eagle-eyed reality TV show fans, is Jersey Shore star Vinny Guadagnino.

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Of course, you’ll probably know the product well already – it’s the UK’s number one selling premium mascara, and we gave one away with the July of Elle. Look out for the Elle September issue of Elle, as we are giving away another must-have product – a Bumble & Bumble Thickening Spray

Now watch these:

Bumble and Bumble how to: Tousled Chic

Benefit Eye Make-up Masterclass: The Classic Smoke

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