New Product Alert! Benefit Cosmetics are continually one of my favourite brands of make-up (I’ve said the many reasons before – friendly staff, great products, beautiful retro packaging. I could go on!) and the are busting out the new products like it’s nobody’s business. Last week, they released their Puff Off Eye Gel (see my review here) and next it’s the launch of a ‘revolutionary’ new mascara – Roller Lash.

Last week, Benefit’s legendary American truck set up stand once more in Piccadilly Gardens, central Manchester, and after my exclusive visit on the truck last year for their Criminally Easy They’re Real Push Up Gel Eyeliner launch, I jumped at the chance to pop along again. After previously seeing the truck done up as an American prison, it was quite a surprise to see it styled to fit their Roller Lash campaign. The mascara ia based on the concept of those traditional pink hair curlers, so the truck was set up as a fabulously pink hair salon. Very Benefit!

Pink on the outside, pink on the inside, the beauty-salon-come-truck was all kinds of camp, and I was loving it, darrrhling! With a glass of pink champagne and a mini cupcake, it was lovely to chat with various members of the Benefit Team, all as lovely as each other! This is one of the real selling points of Benefit to me – their staff are just so NICE. I think it makes a real difference when approaching a beauty counter to be approaching with a smile and a bit of relaxed chit chat (heck, I think we’ve all felt a bit intimidated at times, walking through Selfridges or Harvey Nichols beauty hall). And this always shines through in Benefit’s fun packaging and promo material – they don’t take themselves too seriously!

So – on to the product itself. Roller Lash is designer for those with short or stubborn eyelashes, aiming to bring a curl to any kind of eyelashes (hence the ‘Curl’s Best Friend’ strapline you may have seen floating around). The Brush is designer to grip the roots of the eyelashes as you apply the product, in a ‘hook, lock and roll’ motion. The mascara is designer to be a deep black, and have a 12 hour setting power whilst still being easy to remove.

And what do I think? Does it live up to the hype? Well, kittens, you will have to stay tuned to my blog for a full review later this week – and trust me, you won’t want to miss it!