Benefit already had UK's No 1 mascara. The new Roller Lash launch had to be just as successful, whilst not cannabalising it's own market share.
Modern women love exploring different sides of themselves. The product benefit was a curl. This represented one deeper aspect of femininity.
The touring Curl's Best Friend celebrated playfulness with a curl and cocktail bar, placing the product at the centre. At nightfall, the unexpected Noir Bar opened, showcasing a darker, bolder side for They're Real.
Roller Lash made waves: it was the no.1 selling Mascara (selling 93,600 units) in the first month of launch with they’re real! claiming the number two spot.