History of Benefit Make Up

Benefit Cosmetics are home to the Benefit make up range that is renowned for being fun, innovative and appealing for all ages. The Benefit make up range is a cosmetic company created in 1976 by twin sisters, Jean Ann and Jane Ann Ford. They decided to set up the Benefit make up range, Benefit Cosmetics after finding that there was a niche for solution focused make up, so they opened a boutique in San Francisco. The theme of the boutique was that of a candy store atmosphere, instead of the stern make up shops they had previously encountered. It was so successful that in 1999 French owned Louis Vuitton Moet Hennessy, the largest luxury goods company in the world, acquired a controlling stake in Benefit make up range, making them one of the most successful cosmetics companies.

The shop became famous for selling quick fixes for common (or not so common as you will see!) beauty problems, such as the pioneering Benefit make up Benetint, which was born from an exotic dancer needing something to make her nipples look pretty and pink! They also started applying their creative side to their packaging as well, and to this day you will find that Benefit make up is as much about the make up as it is about the adorable packaging of their products.

Today Benetint, is one of the Benefit make up ranges biggest seller. Another huge seller is BADgal lash mascara, which it is estimated that one tube is sold every 30 seconds! The make up is not the only thing that has longevity as their Dr Feelgood vitamin complexion balm has been their number 1 seller for over 10 years!

Benefit make up have a no animal testing policy which they have set from day one. Many brands of cosmetics still don’t take this stance but for the Benefit make up range, this is as important as their packaging! This also helps promote the high quality of their products too as Benefit make up, although can be quite expensive compared to other high street make up prices, prides itself on the brilliant quality of their products. The Benefit make up range are known for their durability and high pigmentation, meaning that you need less of it and it goes further than its make up rivals.

The packaging of the Benefit make up range helps company stand out from its competitors as it is a unique selling point for Benefit. It is styled on vintage magazines, compacts, posters and mannequins all from many years ago. It is designed like this so that their customers would want to carry the Benefit products in their bags and show it to their friends therefore giving them free advertising. Another savvy marketing decision made by the Ford twins.

Benefit Cosmetics is currently the third best-selling makeup brand in the United Kingdom. They are also a top-seller in the United States and Japan, and have plans to expand into China in the near future. Benefit make up have a big online presence selling at many major department stores, as well as smaller online shops. They also have a huge number of counters selling Benefit make up with over 2000 counters in more than 30 countries. Not bad for twin girls from a small Indiana town!