Benefit Cosmetics
History
1976- Let’s face it—Jean and Jane’s initial business plan was to make $33 per day to break even. Yet the ‘face place’, their tiny original makeup shop in San Francisco’s Mission District was bound for glory.
1977- Have you heard the one about an exotic dancer walking into a bar and ordering nipple stain? Hence the first bottle of “Rose Tint” is sold to a San Franciscan dancer. Years later we call it benetint!
1990- The House of Benefit is born. The face place is renamed “Benefit Cosmetics” and the first Benefit counter opens at a US department store, none other than Henri Bendel in NYC!
1997- London calling! Benefit makes the leap overseas to open at Harrods in London. Jean & Jane are upstaged at the Benefit counter opening when her Royal Highness Princess Diana makes a surprise appearance.
1999- Louis. Louis. It’s high fashion eyes on Benefit as Moet Hennessy – Louis Vuitton (LVMH), the world’s leading luxury products group headquartered in Paris, acquires the once humble little makeup shop.
2012- Known for beauty breakthroughs that have raised a brow or two, a Guinness World Record is set for “most eyebrow waxes in eight hours by a team.” Every gal should be able to put her best brow forward.
Demographics- Our core customers are females aged between 20 – 45. However Benefit appeals to women (and some men) of all ages, whether they’re 15 or 85. Sharon Farley, Benefit’s Australian Marketing Manager. http://www.theplasticdiaries.com/popular/brand-profile-benefit-cosmetics
Corporate Structure-Owned by LVMH LVMH Moët Hennessy Louis Vuitton SE
Leadership- Mr. Jean Andre Rougeot
Chief Executive Officer
Managing Director
CIO- Alison Haljun
Vice President, Retail Marketing and PR at Benefit Cosmetics
Growth- Makeup products other than their brow products aren’t that well known. They definitely have a niche market and consumer. Benefit has the ability to become an even more massive.
Trends- Brows, have well known influencers such as Manny Mua and Patrick Starr promote and endorse products and be in commercials, Hoola Bronzer
Weaknesses- High end prices, dupes found in drugstore brands,
Strengths- creative packaging, cool names, the benefit counters or stores are easily recognized because of decor, treat influencers well, benebabe following, snapchat
Specializations- all things brows, Hoola bronzer, Brow Bar