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On August 7, in an effort to further feed the brow frenzy, Benefit is adding yet another tool to its portfolio: Benefit Brow Contour Pro, a $34, four-setting pen that promises to help define and shape the user’s brow line with just one contraption. © 2020 The Business of Fashion. She's kinda famous. That’s changing, said Susan Kim, Benefit’s senior vice president of US marketing, who brokered the deal with PBteen. Employing over 53,000 people, the leading company is Procter & Gamble. In Britain’s Victorian Age, when wearing makeup was associated with low morals, ladies resorted to pinching their cheeks (and biting their lips) to make them appear red instead. Benefit is helping to empower women and girls.

Kim, Benefit’s head of US marketing, may argue otherwise. Please try again. The Romans believed eyelashes fell out from excessive sex, so women would use cosmetics to make their eyelashes look fuller and longer to demonstrate their chastity. The hit list includes Benetint, They're Real mascara, which Ford Danielson says is the number one best-selling prestige mascara in the U.S., They're Real Push-Up Liner, The POREfessional, which is the number one best-selling prestige face primer in the U.S., Hoola Matte Bronzer, the number one best-selling prestige bronzer in the U.S., and Gimme Brow Eyebrow Gel. What food do you swear people only pretend to like? Benefit Cosmetics x PBteen | Source: Courtesy. Europe has banned over half the cosmetics Americans use daily due to health risks.

It’s common for fashion brands to extend their labels into other categories, whether that be leather goods, fragrance, cosmetics or home. Maskne is the worst. – Source, 4. – Source, 11. "Benetint is the very first product and it's what put us on the map today. It's another pot with a brush applicator and you have to work fast to avoid a warpaint look on cheeks. Benefit's cosmetics are just as much about being approachable and easy to use as they are about making your feel good. “We like collaborations that get us in front of new audiences,” said PBteen president Jennifer Kellor. “We believe that in two or three years, brows can be bigger.”. Young consumers, obsessed with thicker, face-framing brows, were after powders and potions to shape and accentuate their natural arches. But in the last five years, retailers — most notably Sephora and Ulta, where Benefit operates more than 1,000 full-service “brow bars” — indicated that demand was increasing for above-the-lash products that went beyond the standard pencil. At the end of 2017, Preen.me says that 35 percent of Benefit’s social engagement — determined by analysing likes and comments — on Instagram was directly associated with mega-influencers, defined as accounts with 1 million or more followers. Benefit will undoubtedly pull out all the influencer-campaign stops to ensure Brow Contour Pro is a hit.

"When we launched The POREfessional, we commissioned Marvel Comics to design SpyGal, the first ever beauty-inspired comic book hero," Ford Danielson says.

– Source.

“The consumer really owns the brand,” Kim said. A lot more—and some facts about and secrets behind Becca Cosmetics may just surprise you. To this day, Benefit continues to be known for delivering instant beauty solutions that make women feel good." – Source, 14. Benefit Show More Show Less 2 of 7 Social media is a major presence at the Benefit Cosmetics boutique on Fillmore Street in S.F., where customers’ Instagram photos are on display. "Benetint is the very first product and it's what put us on the map today. Want to get involved in Bold is Beautiful? This Is The Moisturizer You *Need* To Keep Your Skin Soft And Healthy This Winter, Psst--This $9 Amazon Product Will Take 10 Years Off Your Face While You Sleep, The One Food You Should Eat To Make Fine Lines And Wrinkles DISAPPEAR, According To A Dermatologist. Benetint and five other products are among Benefit's bestsellers. Your Scalp Will Feel Clean With This Dry Shampoo Even If You Don't Wash Your Hair For Days, America's #1 Selling Mascara Is On Sale At Nordstrom--You *Need* To Try It, Here's How To Help Your Man Get His Mask-ne Under Control.

With $1.5 billion dollars in annual sales, Benefit has laid claim to beauty’s hottest category: brows. Benefit Brow Contour Pro | Photo: Courtesy. "While I can't disclose any details, I can say that similar to the recent launches under They're Real and The POREfessional collections, more of our core products will be expanding," Ford Danielson says. The members, who have signed a non-disclosure agreement, test new products and offer feedback.) Brows — products and services combined — make up about $600 million, or 40 percent, of that. Today, the company owns a quarter of the prestige eyebrow-product market in the US, behind only Anastasia Beverly Hills, according to market research firm NPD. It's known as the best selling liquid cheek and lip stain, but back in 1976 it was originally created to enhance the performance of an exotic dancer's nipples!" But it will be promoted by 300 influencers, who were seeded product in hopes of “getting the word out.”. “Brows have always been in our DNA,” said Benefit chief executive Jean-Andre Rougeot.

"It's important for us to give customers quality products that deliver quick, instant results, but that also make them smile.

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