Benefit raises brows –  and cash – for women and girls

Benefit Cosmetics Australia is donating 100 percent of profits from its brow wax services in Myer this month – and 100 percent profits from the sale of its new magenta-coloured brow gel all year – to three charities empowering women and girls.

The fundraising initiatives are part of Benefit’s global Bold is Beautiful campaign which “gives back to women and girls in communities all over the world”.

Launched 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 Benefit campaign has since raised over US$16.5 million in 19 countries.

In Australia the campaign has raised $800,000 for Look Good Feel Better, Fitted For Work and Sister2Sisterm and Benefit has pledged to donate another $200,000 this year to bring the total to “$1 million in five years”.

The current campaign follows the company’s successful Guinness World Records attempt for “the most eyebrow waxes performed in eight hours by a team (435 brows by 10 brow experts) in Melbourne in 2017 and its launch of a limited edition ‘HERO’ t-shirt in collaboration with Skin and Threads last year.

According to Benefit Cosmetics Australia general manager Beth Glancey, the company’s global Bold is Beautiful project was introduced to give back to women and girls in communities all over the world.

“We want to give back to the communities that Benefit calls home, through donations, volunteering, and raising awareness,” she said

“Benefit therefore established The Bold is Beautiful project to give women and girls the resources to Be Bold, Believe in themselves and Achieve 100 percent of their full potential,” she said.

“Each market partners with local charities that are dedicated to fostering women’s empowerment through education, access to wellness and financial self-sufficiency.

“We know firsthand the impact a set of well-groomed arches can make to a woman’s confidence and it is this kind of impact that we set out to make through the Bold is Beautiful project.”

For more news and updates, subscribe to our weekly newsletter.

 

Leave a comment: