Brows hit the big time at Benefit

July 10, 2016


Brow beaten takes on a new meaning at Benefit with the prediction that in five years’ time the brow category will be bigger than that of mascara.

Fuelling the growth by finding solutions for the myriad of brow challenges, Benefit cosmetics launches a nine-product line-up. Playing on the theme of magical transformations and the special power of the wands, the beauty press launch took on the life of a magic show.


Beth Glancey, General Manager, Benefit cosmetics introduced Sydney’s beauty media to the all-encompassing brow collection with a guest appearance by Danessa Myricks – Head of Product Innovation (see the latest issue of esprit Magazine for the in-depth interview), who works her magic from the head office in San Francisco.

With 23% of women currently using a brow product, Benefit’s latest survey shows that some 80% will be using a brow product within five years. “For two reasons,” says Beth. “Brows are multi-generational – our survey cited a groomed brow as the No.1 anti-ageing product; and they are multi-cultural – universal across every ethnicity.”

Beth, Danessa and Hannah Terrett – National Brow Artist presented the new products to beauty editors with the support of Benebabes demonstrating first hand with the media guests.   Development of the new range was driven by ‘the dilemma’. The result is a range of nine products that transform her brows and give her confidence to be her own brow master.

“The collection consists of nine easy-to-use products in up to six new shades - 45 skus in total. It contains innovative high performing formulas, custom applicators for instant results and mistake proof shades to solve every brow dilemma,” says Beth.

Key descriptors are: innovative high-performing formulas; custom-designed applicators and mistake-proof shades. Price range $39.00-$55.00. Available 22nd July 2016.


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