Benefit’s They’re Real! to be sold in Flash Sale on 6 August

Published: 25-Jul-2011
Colour Cosmetics

Ten selected stores will sell advance stocks of new mascara

Having received extremely positive feedback on its latest mascara, They’re Real!, Benefit Cosmetics has decided to organise a flash sale and exclusive preview of the product on the 6 August.
The selected stores that will stock the new mascara for one day only are House of Fraser Glasgow, John Lewis in London’s Oxford Street, Boots in Manchester’s Market Street and Nottingham and Debenhams in Belfast, Brighton, Chelmsford, Swansea, Dublin and Cork.
Benefit’s London boutiques in Spitafields and Covent Garden will also stock They're Real! mascara on the same date before it goes on sale officially in Benefit boutiques on 13 August and then nationwide on 27 August.
See more

You may also like

Colour Cosmetics

Benefit jumps on bag charm trend at ‘Beneland’ games-themed Christmas pop-up

Read more
Selfridges stores across the UK are hosting the make-up brand’s activation, where consumers can pick up a soft toy Benetint bag charm with some purchases

Trending Articles

  1. Glossier names Colin Walsh CEO as it aims to become ‘a true legacy brand’ Walsh, who has previously helmed the beauty divisions of Ouai and Procter & Gamble, will join the beauty company in October
  2. The best in British beauty: who made the cut Rare Beauty, Maison Francis Kurkdijan and Dr Sam's are just some of the exciting brands among the Pure Beauty Awards finalists this year
  3. You need to be a subscriber to read this article.
    Click here to find out more.
    Colour and packaging trends set to dominate beauty in 2026 Soft pink and matcha green colours, and more cinematic beauty campaigns, will dominate next year, alongside marketing that plays into ‘whimsy’ and ‘food indulgence’
  4. You need to be a subscriber to read this article.
    Click here to find out more.
    Doughnut-style applicators are the new lip balm trend Beauty’s doughnut craze continues, this time with packaging, as plush and squishy ‘doughnut’ applicator tips drive excitement in lip balms and glosses
  5. You need to be a subscriber to read this article.
    Click here to find out more.
    L’Oréal Paris dethrones Charlotte Tilbury as UK’s top beauty brand on social media The French beauty heavyweight’s social media success was driven by an estimated 14,523 TikToks videos mentioning the brand, which showcases its status as a ‘legacy brand’

Upcoming event

13th Annual Beauty Trends & Innovations Conference

24 September 2025 | London, UK See all

You may also like

Colour Cosmetics

Benefit jumps on bag charm trend at ‘Beneland’ games-themed Christmas pop-up

Selfridges stores across the UK are hosting the make-up brand’s activation, where consumers can pick up a soft toy Benetint bag charm with some purchases
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

The untold story of Benefit’s Benetint Cheek & Lip Stain

The LVMH-owned brand reveals how its 49-year-old product transformed from a nipple tint to one of the beauty industry’s most iconic make-up items in our ‘Untold Story’ series
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Beauty advent calendars 2023: 15 festive launches to get into the holiday spirit

Cosmetics Business rounds up the hottest beauty advent calendars launching ahead of the 2023 holiday period
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

State of play: why beauty is struggling to break into gaming

Beauty-gaming collaborations have been levelling up, but do these partnerships actually increase sales and help brands reach new audiences?
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

Benefit Cosmetics accused of ‘tone deaf’ influencer trip to Hawaii

Brow favourite hosted social media personalities at the holiday destination to launch its new blush product
You need to be a subscriber to read this article.
Click here to find out more.
Colour Cosmetics

TikTok trends: How wine-stained lips became the must-have make-up look this festive season

The wine-stained lips that consumers won't want to remove this festive season. Here are the make-up brands embracing the boozy beauty trend
Colour Cosmetics

The 10 most popular beauty advent calendars of 2021 revealed

Cosmetics advent calendars are big business, but who has been crowned the internet's favourite?
Subscribe now