In an industry with so much noise around all the biggest beauty launches, we're used to hype.
Of course we still listen to it. Well, Beauty Director Sophie does. That's why she’s the Beauty Director – her job is to work out what's just noise and what's really worth sharing.
And there's one particular new launch we really are pleased to share with you, and explain how you helped make it so good.
First, some background. This liner came to our attention last year, when we – along with its manufacturer – thought it might be a nice idea to do a giant blind test experiment as part of the product development. That is how you cut through the hype and get straight to the honesty. A trial review without knowing the make means there can be no preconceived ideas or expectations.
So we sent 750 unbranded samples to our exclusive ELLE Insiders (to become one, click here), whose opinions we trust, and asked them what they thought. And we can finally share what it was they were trying (and loving – see here).
Remember when we gave away the Benefit (NB: CLUE) They’re Real Mascara on the cover of ELLE last year? That’s because it is the UK's best-selling mascara (and not surprisingly, it's a mascara that does exactly what a mascara should do: lengthens and stays put).
So the thought of an eyeliner in the same range (NB: BIG CLUE), got us very interested. So the ELLE Insiders tried it. We tried it. And, yes, it’s officially worth the hype.
The Benefit They’re Real Push Up Liner (OK, you'd guessed by now) is eyeliner for idiots. Don’t be offended – that includes everyone who isn’t a make-up artist. Benefit knew that non-professionals find applying a perfect line nearly impossible. So they spent five years developing an AccuFlex tip – which is as accurate and flexible as you’d imagine – and distributes the long-lasting gel liner perfectly. It’s so easy to use, even Chief Sub-Editor Fern gets compliments on her application in the midst of press day. And she is certainly not a make-up artist.
To try it is to love it and you get the chance from 28 June for £18.50. (Unless you're a lucky ELLE Insider, in which case, enjoy your Benefit eyeliner!)