On the Road

B.L.I.S meets the

owners of benefit comestics

The benefit counter at Southpark Mall sponsored a “bad gal” make-up extravaganza, complete with a D.J., beverages and gift bags. Ladies of all ages had the opportunity to purchase a $36 ticket to reserve a make-up consultation and meet the owners and new faces of benefit, Maggie and Annie Danielson. I spoke with Annie and Maggie about the inspiration behind benefit’s new image!

 

 

 

 

 

 

 

B.L.I.S: So ladies, in the past your company chose to use mannequins instead of models to save on marketing costs. You guys are now the new faces and first models for benefit. What made you change your marketing tactics?

Maggie: Well, we just figured that the make-up world is changing! We want to keep the brand fresh and new. Being able to connect to real women that wear the make-up is a step in a series of ideas we have for benefit.

B.L.I.S: Charlotte is filled with diversity, we have women of all colors and backgrounds. But, I had to wear Bare Minerals as a base because benefit’s foundation colors are too light for my complexion. How do you plan to reach out to a more diverse audience?

Annie: That is a great question. We previously had foundation colors that went as dark as level 10 but we discontinued them until we could develop the perfect look. January 2010 we will launch a new foundation line called flawless face that will feature shades from all colors of the rainbow! Stay tuned! It’s coming.

 

 

 

 

 

 

 

B.L.I.S: When people in Charlotte think of the brand benefit, what do you want to come to mind? What is the brand?

Annie: Make-up does not have to be serious! It should be simple and fun! Most make-up lines are developed by make-up artists; therefore, you have to be able to apply it as such. benefit is simple and fun and can be used by anyone. All our products come with instructions.

B.L.I.S: Charlotte metro loves and thanks you for making Southpark Mall your first department store appearance! It was truly a great day!

Maggie: No problem! Thanks! Make sure you check out our blog at http://blog.benefitcosmetics.com/

Fun! Fun! Fun! Stay tuned to B.L.I.S. blog to read more exclusives!