Benefit Cosmetics has launched Roller Liner liquid eyeliner into global travel retail.
The new liner features a felt tip applicator designed to offer precise definition. It is available in black and brown colours. Benefit said the waterproof formula lasts 24 hours and has a matte finish.
The accompanying campaign follows Benefit’s humorous approach to make-up marketing. It tells the story of a woman gleefully ending her relationship with bad eyeliner.
Roller Liner is designed to be combined with other Benefit eye products including Roller Lash mascara and Roller eye brightening pencil, another new release.
Roller Liner will be available at all Benefit travel retail locations by March 2019.