Why 'They're Real!' It has become the mascara that sweeps sales

It has a transforming power. It creates the illusion that our eyes appear larger than they are. It helps to give coherence to the rest of the makeup, adds depth and drama to the look and gives volume and length to even the shortest lashes. Ever since perfumer Eugène Rimmel created the first mascara in the 19th century, this multi-property invention has become a must-have.

The forced use of the mask and the months of confinement made the constant sale of lipsticks stop making sense. In the new normality, the cosmetics sector shows changes adapted to consumer demand that seeks to highlight the upper part of the face. “It is clear that this 2021 the protagonists are the eyes. Mascaras, eyeliners and eye shadows are experiencing above-average online growth”, confirms Irma Ugarte, director of marketing and e-commerce at Sephora Spain.

Now that the look has become the main protagonist, the goal is to find the perfect cosmetic that offers the long-awaited good face effect and that, in addition, does not stain the skin and does not leave lumps in the process. Benefit has some of the best-selling mascaras and favorites for years, such as Roller Lash, famous for the way it curls lashes, and Badgal Bal, which lengthens with a natural effect. Since the brand launched in 2011 They're Real! This mascara has become their most popular lash product, with one reportedly being sold every five seconds around the world. Its success is such that it has inspired a wide range of products, including lash primer, eyeliner, eye make-up remover, eyebrow products and even lipstick. Its metallic gray tube is known to house a brush with fine bristles that cover the entire wand and a ball-shaped tip that allows you to reach those smaller hairs on the lower lash line and inner corner of the eye.

How to Teach a College Student with Auditory Processing Disorder https://t.co/y5YxPyjBYv

— wikiHow Rising Stars Mon Jan 07 15:39:10 +0000 2019

Buy for €29.99 at Sephora

Benefit has started the year surprising with an improved version: They're Real! Magnet, which as its name suggests, uses a magnet effect to achieve better results. At first glance, the magnetic version does not look any different from the first, although the secret is that the novelty has a magnetically charged core that allows it to attract the formula enriched with magnetic minerals, easily grab the hair and apply the product with ease and without leave clumps and expand lashes beyond their natural length. "It is the first mascara on the market with this innovative technology," explains Carol Rancel, national trainer for Benefit on this cosmetic that sold more than 4,700 units the first time it was launched and was positioned as the number 1 mascara at Sephora Spain. A success that the specialist attributes to the fact that “the effect is visible with just one layer. In addition, it is modulable and depending on the layers you apply you can not only achieve extreme length but also play with volume.

According to Sephora's marketing director: "Thanks to its brush, this cosmetic achieves 40% longer and more intact eyelashes for 36 hours." Consumers of this perfume and cosmetics sales chain have rated the launch with a score of 4.4 out of five. "It has left me eyelashes and the curl lasts a long time," commented a user. “It has surprised me a lot since it lifts my eyelashes and with the passing of the hours they do not go down like with other mascaras, it is very black and if you work it well it does not leave lumps”, another has written. Its ease of application is common in the comments, but there are also those who are not complaining: "There are much cheaper mascaras", protests an anonymous comment referring to the price of this cosmetic that is available in two formats and can be purchased for 29.29 euros and 16.99 euros the mini size.