Benefit Cosmetics' They’re Real! Magnet mascara is poised to become the beauty brand's top-selling mascara, as it provides a powerful lift with a high-tech formula. The 36-hour lengthening mascara is flexible, lightweight and buildable, plus it maximizes length with an Extender Brush with a magnetically charged core. The Extender Brush is said to pull the Magnetic Mineral Enriched Formula "up and out beyond the tips of lashes" to make lashes look 40% longer.
To introduce its newest innovation in mascara to the world, Benefit Cosmetics is launching a virtual Lash Factory with a photo booth, a custom Instagram filter, augmented reality try-on experiences, a live assembly line game and a chat experience to help people connect within the digital site.