BENEFIT: Make-Up? No! Fake-It!

"Long, straight and shiny black hair, clear and natural make-up and lovely, rosy lips that flatter her creamy, fair skin" describes the pure beauty of Jeon Ji-hyun, the heroin of "My Sassy Girl," a blockbuster film released in 2001. Young audiences at the time were enraptured and fascinated by her beauty, which was the beginning of her fame. At that time, female spectators eyed her cherry-like lips. Young girls began to wonder what lipstick she used to present a girlish and innocent look despite the idea that reddish lip color leaves young girls in fear of being seen as gaudy. Before long, they found out that the beauty secret of Jeon's vivid, girlish look was 'Benetint,' a lip cosmetic from an unfamiliar concept.
Thanks to a well-established broadband Internet infrastructure, there are more than a few foreign cosmetic products available on the Korean online market, which are neither officially launched nor imported by an exclusive agent, but are still popular among Korean women. They are buying those cosmetics through overseas purchasing agents or other online shopping malls. Among those cosmetics, Benetint was quite special. On becoming aware of the whole new concept of 'Tint,' Korean female consumers went gaga over this novel and easy to use product, and its popularity exploded.
Advanced Internet technology has educated consumers that Benefit is widely used among Hollywood stars. Koreans have purchased various Benefit cosmetics on beauty trips to the west coast of the United States. As the travellers came back to Korea, they started a beauty trend and a number of actresses joined the new mania for Benefit products in Korea.
A surge in demand for Benefit cosmetics led the rush among domestic cosmetics manufacturers to come up with similar products. The marketing manager of Wizwid, a representative overseas purchasing agent and the one and only domestic distributor of Benetint at that time, says, "The syndrome-like fad for Benetint, thanks to Jeon at that time, meant not only an increase in sales, but a decisive opportunity for us to be widely known to Internet users." As if in return for such love by Korean women, Benefit, the maker of Benetint, made their official launch and opened their first Asian shop in Seoul in March 2004. Now, Korea is their biggest market in Asia and their third biggest in the world. For such loyal and important customers, Benefit says they are developing some products specifically for Korean women.

Cosmetics by Models
Since it was 2001 when Korean consumers first got to know Benefit, it might seem like a rather new brand. But its history is actually long. Benefit is a compound word combining 'bene,' which means 'good' in Italian and the English word 'fit.' And it was born in 1976 to identical twin sisters and former models, Jean and Jane.
The sisters opened a small boutique named "The Face Place" in San Francisco, which is famous for its bohemian culture. The shop was filled with products made using the unique know-how and inspirations Jean and Jane acquired while travelling to many cities and countries during their modelling life.
With the original and witty little products they made, this boutique drew huge attention and popularity. Sales also rapidly went up. In 1991, they changed the name of the boutique to "Benefit" and it has since grown into a big company, now with more than 2,000 stores all around the world.
The catchphrase of Benefit is "Let's enjoy Makeup" ― just like the feeling all of their products give. Benefit products reflect Jean and Jane's wish to present products that are good to use and also good to see ― for women who use cosmetics everyday, day and night.

Quick, Easy and Fun!
Benefit is easy. Sometimes it's too easy. Just dip the brush into Benetint and apply it to your lips or cheeks. Or daub your dark circle area with Eyebright. Benefit does not advocate sophisticated and elaborate makeup applications. For women living a hectic urban lifestyle, they make cosmetics that you can just roughly rub on your face, but still look as if you spent quite a long time applying it in front of the mirror. And even after a short time using Benefit products, they will make you laugh with their impishness and loveliness.
But the easiness and fun are not all Benefit is about. Though it's easy, any woman can be transformed into a younger, prettier and fresher self, to the extent that others might think they've had instant plastic surgery. They don't call their products "make-up" cosmetics, but "Fake-it" cosmetics. That is out of their confidence that they can create a gorgeous extreme-makeover look with their easy tools. But at the same time, the word 'fake' implies that they admit they cannot change someone's face as plastic surgery does or bring back one's youth. They are just faking it. What they promise is an instant makeover effect that makes women feel good and confident, and makes them smile.

Fake-It Wonderland
Ooh La Lift, Dr. Feel Good, Hoola, Bad Gal, She Laq, Boo Boo Zap, Touch Me Then Try to Leave.
What do you think they are? Don't they sound like song titles? Or Movie title? Those are the names of Benefit's products! Aren't they novel and striking?
"Ooh La Lift" is for an instant lifting effect and "Dr. Feel Good" makes your oily face clean and fresh. "Hoola" is a blusher for a healthy and shiny face. Oh, are you curious about "Touch Me Then Try to Leave"? It's a body cream that promises irresistibly smooth and silky skin.
Benefit is really different from other cosmetics in its concept, product names and even their packaging. When you look at a Benefit product list, it feels like you've opened a magic treasure box. What you see on their packages and brochures are not the faces of famous models or celebrities, but cute and glamorous illustrated vintage characters. They are Lana, Gabbi, Betty, Bettina and Zaparella who add to the amusement and enjoyment during makeup time. Who can dislike these cutesy, amusing pals? Even if what they're promising seems possible only in fairytales or animated films!
Armed with those unique products in vivid packages, Benefit has become the fastest growing cosmetic brand in the United States and England. Last year, notwithstanding the worldwide economic recession, Benefit's sales in Korea increased an average of 30 percent in existing stores and achieved an over 65 percent total sell-out rate, which is a miracle.
Benefit Korea launched a new type of business model last September in Lotte's main store ― a so called "Brow Bar," providing women with services such as brow arching, brow waxing and face waxing. Eyebrow aestheticians in the Brow Bar make remarkable changes on women's brows in 20 minutes. With the Benefit product counter and the Brow Bar, Benefit is becoming a leading cosmetics brand in the Korean market.
Is the world becoming mesmerized by the "Fake-It" magic of Benefit?. nw

Identical twin sisters and former models, Jean and Jane opened the "The Face Place" in San Francisco.

(From Left) Hello Flawless SPF 15, Dandelion, Benetint, Posietint, Woman Seeking Toner

A new type of business model, called "Brow Bar" that was inaugurated by Benefit Korea at Lotte's main store in Seoul last September.