In 1976, Jean and Jane Ford – twins born in Indiana – decided that after years of experimenting, the world was ready for their particular brand of makeup. They embraced the idea that cosmetics could be both functional and fun, started a company and began to design beauty products around these ideals.
The result is a brand that has grown into the multi-million dollar, trans-national empire known as Benefit, present in department stores and chemists throughout the world today. Since 1976, the company has continued to expand and showers women with new and innovative products to solve every beauty dilemma. Although the world is currently being hit by an economic downturn, cheeks still need to be rouged, mascara must still be applied and lipstick must stay on the lips. This is where Benefit comes in with their mid-priced, effective beauty solutions. The latest treats to hit our shelves are enough to get any girl to dip into her student loan and splash out on one of their petite and perfectly packaged products to beat the winter blues that typify January and February. Firstly, two new mascaras have recently become available – Bad Gal Waterproof Mascara and Bad Gal Plum Mascara (both £14.50). Bad Gal mascara is an amazing invention (and my personal favourite) that actually remains on your eyelashes at all times – unlike some mascaras – and coupled with a lovely winter plum shade or the waterproof technology to withstand seasonal snow and rain, Benefit really have a hold on the mascara-wearing masses. As your lashes will look so pretty, it would be a crime not to treat the area around your eyes with the new Powderflage (£19.50 with applicator), a brand new light-diffusing, lighter than air powder to perk up tired eyes that can be used on the rest of the face if necessary. Just finish with a sweep of the latest blusher – Coralista (£22.50) – to complete the look and you are ready to go. Of course, there is a whole treasure trove of products to plunder, but if you are a Benefit virgin the new mascaras and the blusher are certainly a good place to start – teamed with High Beam (£15.50) perhaps, one of their top selling cheek and brow highlighters. Go along to a counter (Debenhams and Selfridges in the Bullring) and speak to one of their representatives to get recommendations or browse through their website (www.benefitcosmetics.co.uk) to learn more about the company itself and maybe even order yourself a box of delights online to be delivered to your front door.
Elizabeth Kent
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