Benefit Cosmetics Australia kicked-off its campaign this week for its “biggest ever” product launch with the Benefit Big Reveal media event in Sydney.
The circus-themed event heralded the launch of nine brow products (whose details are under strict embargo until May 16) set to “revolutionise” the brow makeup category
Speaking at the launch, Benefit Cosmetics Australia general manager Beth Glancey said the new product range will cement the company’s position as the “global brow authority” and ensure it “owns the brow makeup category”.
“At the moment the market has a lot of players who just do one or two brows product but none are producing a full range,” she said.
According to Glancey, the brow category is on the “cusp of an explosion” as women increasingly understand the importance of brows in their overall appearance.
In fact Benefit predicts that sales of brow products will outstrip mascara sales within the next five years.
“Around 23 percent of women currently buy brow products but we are confident that will increase to about 80 percent,” said Glancey.
She explained that the predicted growth in the beauty category could largely be attributed to two key factors – brows’ multigenerational and multicultural appeal.
“Brows products appeal to young fashion conscious women and more mature women, (particularly the ones, who have overplucked) and the appeal has no borders.”
Yet despite the pent-up demand for brow products, there hasn’t been “any innovation” in the category “for years” so Benefit has spent three years developing new brow products.
“Brows are nothing new to us,” said Glancey, “ but we know that today’s brow savvy consumers want more”.
Indeed in Australia alone Benefit Cosmetics currently waxes “20,000 brows each month” and sells 1000 of its Gimmme Brows Eyebrow Gel each week.
Nonetheless Glancey said that the company looked outside the brow category to find solutions for common brow dilemmas and was ultimately inspired by the hairdressing category
“Hairdressing and brows are a similar category as they are both so transformative and face similar problems ‒ hairdressers cut, colour and style to fix hair while we ‘shape, fill and style’ to fix brows.
Although unable to reveal the details until May 16, Glancey said the new brow range would provide solutions to fix all common brow problems.
The new products are due to land instore on July 22.
Founded in founded in 1976 by twins Jean and Jane Ford, Benefit Cosmetics was acquired by LVMH in 1999 and opened its first ‘Brow Bar’ at Macy’s Union Square in San Francisco in 2003.