Who Says Make-up Has To Be Serious To Be Good?

We knew looking gorgeous could be so much fun...!

The “girlie girl” cosmetic brand Benefit’s shops in department stores always have a whimsical and frisky candy store atmosphere. All of their products displayed amidst a creamy pale pink background are not like each other at all and each of them has a uniqueness both in their names, packaging and even their models. Just look around the store and you will meet those impish unique retro pin-up girls, Gabbi, Lana, Betty and Simone drawn on the packages, who are whispering ‘some kind-a gorgeous’ messages to you, seducing you with their sexy and playful poses, saying things like “Touch me then try to leave,” “Take a picture… it lasts longer…” or “Laugh with me Lee Lee.” Sounds like campaign slogans? No, those are the product names of the Benefit Cosmetics! It seems that Benefit knows how to make the make-up fun and playful even before actually using their products!
But Benefit is not only saying things to their loving fans. They are willing to listen what their customers want from them, too.
Benefit listens!
In Korea’s most popular social networking portal, Nate, you can find a Benefit consumers’ club named Club BeneBene (benebene.cyworld.com). The club was established in June 21, 2004 and now has approximately over 32,000 members, making it the No. 1 brand managed beauty community on this site. It is the most lively, crowded and influential beauty consumers’ community in Korea. Yes, it’s ‘influential’ ― because the exchanged discussions between members of the Club on Benefit’s products, are heard and considered in creating future products. This ultimately leads to the birth of Asian-based products. The first of its kind was the multi-functional toner, ‘Woman Seeking Toner,’ born at the request of Korean customers in need of quality skincare products. Other Asia focused products followed considering the different skin type and complexion of Asian women. Legendary products include, “Some Kind-a Gorgeous Lite” foundation pact launched in a lighter shade and “Ultra Shines Lip Shine” gloss series in lovely shades of pink considering the pink preference of Korean women.
‘Professional Brow and Waxing Expert’ Benefit is always unique and has been in the vanguard of pioneering innovative products and services in the luxury cosmetics industry. And this is another novel offering of their evolving service ― the ‘Brow Bar’. Started in September 2008 as the first in Korea, this hotspot provides facial waxing & eyebrow shaping service by professional ‘Brow Experts’. Shaping and trimming eyebrow cleverly and beautifully is quite a tricky job if you’re not a makeup professional. But great brows can redefine and do wonders for one’s face, and women for years have realized that shapely brows can enhance their best features. Brow Bar is the ultimate face shaper, indeed.
Which other makeup brands make you feel good about who you are? Do you know any other cosmetics products that make you feel sexy and charming at any age?
Benefit Cosmetics co-founder Jean and Jane Ford’s motto is “Who says makeup has to be serious to be good?” The “friskiest luxury brand” now has over 1,300 counters in more than 32 countries and continues expanding its share in the industry.
So, I guess it’s more than safe to trust and follow what they say, isn’t it?
As Benefit says. “Laughter is the best cosmetic! So Grin & Wear it!” Be happy and you’ll naturally look great!. nw

An outlet of Benefit Cosmetic Korea in which customers can experience a make-up brand that grant an easy, fun and fast way to do make-up.

The best-selling and mainstay items (from left) are Dear John, Benetint, Posietint, Some Kind-a-Gorgeous Lite and Woman Seeking Toner.

Benefit, Pioneer of ‘Fast, Easy, Fun Cosmetics’

The following are excerpts of a written interview between NewsWorld and Benefit Cosmetics Korea President Oh Ki-Suk, who touched on his company’s corporate values and management visions ― Ed.
Q: What is the corporate philosophy of Benefit?
A: Corporate culture must reflect the value that the company seeks, which is at the same time the core of the image of the brand. For that, the company should communicate with the customers and society and such communications should be carried out with consistency. Our corporate philosophy is founded on employees to have the respect to love products with exceptional quality that also has a story to tell and to have love for their coworkers through cooperation.
Benefit’s vintage packages and product names shows that we value bohemian liberalism shown in the San Francisco lifestyle and the dream for all time beauty. We constantly communicate the following three values of Benefit both internally and externally: a make-up brand that grant an easy, fun and fast way to do make-up.
Q: What made you join Benefit and what is the thing you’ve done while working for Benefit of which you are proudest?
A: While I was in England on a business trip, I visited a Benefit shop in a department store and was deeply impressed by its creative product packages and the pleasant atmosphere in the shop. I thought this was the brand that Korean women needed and felt the necessity to introduce the brand to Korea. So, I flew to San Francisco where the headquarters of Benefit was, which joined LVMH P&C later in 1999, to give a presentation and succeeded in introducing Benefit to Korea.
After several months of preparation for the launch, the first Benefit store in Korea opened in March 2004 in the Shinseage department store in Gangnam, Seoul. Now we have over 30 shops in department stores nationwide and around 200 employees, and are the envy of the cosmetics industry due to our high growth rate.
But most of all, I’m gratified when I see the endless smiles in the faces of our customers when trying and buying our products at the Shop. I feel glad and most proud of being recognized as a brand that “feels good” to our customers.
Q: How could it have grown so fast? Why are Benefit’s products so popular among consumers?
A: Our aim for Benefit customers is only one ― to share Benefit’s “feel good” spirit. Customers’ experience of “feeling good” with Benefit entails the following: becoming gorgeous, having a bright smile and complexion, feeling young and alive, becoming confident, or at times being seductive.
Q: Please elaborate on a few bestselling items you’d like to recommend to consumers.
A: The first and original product from Benefit is “Benetint,” devised in 1977. Our customers prefer to call it “Rose-tint” and it was the start of the tint products.
Its follow-up item, Posietint, was launched in 2008. This possy pink tint is the 31-years-younger sister of Benetint, which has a deep rosy shade. Posietint has successfully taken over Benetint’s reputation and now it tops Benefit Korea’s product list in terms of domestic sales.
Though Benefit is famous for its makeup lines, its skin care item “Dear John” cream is ranked in the top five products. This silky facial cream for healthy and moist skin nourishes skin cells and smoothly protects and cares for facial skin without an unpleasant heavy and thick texture.
Q: Any comments to cosmetics consumers?
A: The reason why women wear makeup is for their own satisfaction. That is, we wear makeup to make ourselves feel good. “Laughter is the best cosmetic… so grin and wear it!” nw

Benefit Cosmetics Korea President Oh Ki-Suk