Benefit 'wants to give back' as it launches first global philanthropy drive
Benefit Cosmetics has rolled out its first global philanthropy programme, The Bold Is Beautiful Project, in partnership with charities Look Good Feel Better and Refuge within the UK.
From today (1 May), Benefit has pledged to donate one hundred percent of its profits from its brow wax services to Look Good Feel Better, which helps women and teenagers combat the visible side effects of cancer treatment, and Refuge which supports women and children escaping domestic violence. Those participating will also be given a free brow product.
“We’re at the stage now where we want to give back,” Kyra Oats, head of events and promotions at Benefit, told The Drum. “The ‘Bold is Beautiful’ project is about empower big dreams and bold moves.”
Supporting the campaign is TV and radio presenter, Sarah-Jane Crawford, who will be raising awareness for the initiative by encouraging women to join her in a 3.7 mile fundraising march in central London on Sunday 10 May where participants will be given beauty ‘touch-ups’ to their skin, lips, eyes, and of course, eyebrows, courtesy of Benefit.
It comes as part of the brand’s wider strategy to reach consumers with experiental, social and digital activity as opposed to traditional above the line.
During last year’s World Cup it opened a women’s-only pub while a partnership with car maker Citron saw the creation of a limited edition ‘Benefit Car’.