'' The Benefit they're Real! Magnet Mascara is a force to be reckoned with; the extender brush has a magnetically charged core, which pulls the magnetic mineral-enriched formula up & out to create lashes that mimic the results of a lash lift.'- Ceryn, Escentual Beauty Team Why you'll love Benefit they're Real Magnet Mascara: Magnetic mineral-enriched formula lengthens lashes by 40%. Extender brush has a magnetically charged core that draws lashes up & out. Zig zag bristles fan out, separate & define eye lashes. Lightweight, flexible formula holds lashes in place for up to 36 hours. Won't smudge or flake. Why it's Escentual: We launch a lot of mascaras at Escentual, but we've never seen anything like this before. they're Real! Magnet Mascara is forging the way for a new era of lashes! They're long, lifted & long-lasting thanks to an innovative magnetically charged brush & formula, which mimics the results of an LVL lash lift or an expensive eyelash curler. We're not surprised Benefit is behind this launch, they're the UK's number 1 premium mascara brand after all! The best way to use it: Wiggle the brush from the root of your lashes to the tips. Allow for a few seconds of drying time, & apply another coat if desired. Tip: Swirl your brush instead of pumping it; this will limit the amount of air in the tube & improve the longevity of your product.