The brand is staging a 'Mascarathon' charity run from Edinburgh to London to raise money for Refuge. A large mascara "baton" will be passed from runner to runner every two miles, to symbolise the two women a week whose lives are lost as a result of domestic violence.
The event, managed by experiential agency iD, will take place between 15 June and 29 June, taking in cities such as Newcastle, Manchester, Birmingham, Cardiff and Oxford. It will conclude with a closing party at London's Spitalfields Market, at which consumers will be offered a free Benefit "makeover".
Ian Marshall, Benefit managing director ,said that, as well as raising money for Refuge, the event would celebrate the rollout of Benefit's They're Real mascara, which he described as the "most extraordinary launch in [the brand's] history".