It's a cold Tuesday night and I'm being led towards the back of a lorry in a deserted car park. No this isn't the beginning of every slasher movie ever made, this is the top secret launch of a new Benefit Cosmetics product.
Inside we are greeted with a much friendlier scenario. The truck is decorated as a cute kitschy salon as only Benefit could do. We are greeted with non-alcoholic wine, nibbles and the opportunity to coo over the awesome light fixtures.
And then the penny drops!
Roller Lash is Benefits answer to the problem of How do you top the best selling Mascara in the world when you're the one that makes it?! Well you make it do everything it's older sister doesn't do!
So what does it promise?
• Specially designed curved brush with 2 types of bristles for both your upper and lower lashes. And no spikey ball.
• A new formula designed to increase the curl of even the straightest lashes! Because brush alone does not a curl make.
• Vitamin B enriched to nourish your lashes - let's face make up isn't always good for you, every little bit of extra nourishment always helps.
• Easy to remove! Unlike its predecessor they promise that Roller Lash is super easy to remove. No more scrubbing late into the night.
As we left we were given goodie bags with both Roller Lash itself and Puff Off, an under eye cream released at the end of Jan. Super generous and in this class wee Makeup bag. Thankyou to everyone at Benefit Ireland for such a lovely evening!
So after a few days wear what am I thinking?
Well as you can clearly see it works. Ok my lashes aren't as super curly as you would get with a heated curler or some LVL extensions but there is a definite uplift and I can actually (weirdly?) feel the difference. No camera tricks here just me and my iPhone 6 cam taking stealthy photos in work on an otherwise makeup free face.
Sold on it yet? I am.
Roller Lash hits stores on February 28th. Set your reminders now!