Benefit Cosmetics

Benefit Cosmetics is a manufacturer of cosmetics founded and headquartered in San Francisco, California. Benefit Cosmetics was founded in 1976 by twins Jean and Jane Ford. Initially founded as a beauty boutique, the shop specialized in quick-fix products for beauty dilemmas. The Fords have since built Benefit Cosmetics into a global beauty brand now selling at over 2,000 counters in more than 30 countries. In addition to their product expansion they have also opened up "brow bars" worldwide. Benefit Cosmetics LLC is now a subsidiary of LVMH. Benefit make up is unique compared to its competitors and draws in the customer due to its quirky packaging. Different products each have their own individual humorous design which makes the product stand out. The approach which Benefit have gone for is to appeal to the female market hypnotising its customers into such a “pretty and cute” design; the numerous range of fonts, images and colours break all rules of a consistent house style yet Benefit manage to pull this off incredibly well.