Benefit reveals new ‘hero’

After breaking the Guinness World Records record for the most eyebrow waxes performed in eight hours by a team (435 brows by 10 brow experts) in Melbourne last year, Benefit Australia is aiming to break more records – of the fundraising kind –  in its 2018 Bold is Beautiful campaign.

For the fourth year in a row, the company will donate 100 percent of profits from its brow wax services at Benefit BrowBars in Myer during May to three local charities (Fitted For Work, Sister 2 Sister and Look Good Feel Better) as part of Benefit’s global campaign which “gives back to women and girls in communities all over the world”.

To raise even more funds of the local campaign this year, Benefit has collaborated with apparel brand Skin and Threads to create a limited edition ‘HERO’ t-shirt which will be sold at Myer Benefit BrowBars and Skin and Threads outlets for $49 throughout Australia – with all profits going to the Bold is Beautiful Campaign.

Benefit Australian general manager Beth Glancey says “the two brands have come together with the belief that with that right support and encouragement, every girl has the power to reach her full potential and become her own super hero”.

Skin and Threads head designer Penny Cohen says the inspiration for the tee-shirt design came from strong women everywhere.

“In finding the right design for the tee,  we wanted to keep the message short and on point.

“With such great energy around feminism at this time throughout the world, we wanted to express how powerful women can be ‒ be a woman, be a feminist and in the words of Wonder Woman be a HERO.”

According to Beth, Benefit Australia has already pledged to donate $200,000 in this year’s campaign and has already “raised and donated $600,000 in the last three years.

“We are confident that this new partnership with Skins and Threads will raise even more funds to provide resources and opportunities to Australian women, affecting change in their local communities,” she said.

The Bold is Beautiful Project was established in 2015 by Maggie and Annie Ford Danielson (the daughters and nieces of Benefit Cosmetics co-founders Jean and Jane Ford) to foster women’s empowerment through education, access to wellness and financial self-sufficiency.

The campaign has raised over US$11 million in 19 countries since then.

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