This Earth Day, Benefit plans on covering up more than just under-eye circles. In celebration of the launch of its new Erase Paste concealer, the brand is taking its fix-it M.O. to the streets. On April 22, 15 Benefit employees in L.A., New York and San Francisco will don brightly colored jumpsuits and head to local parks to paint over graffiti and beautify the overall area. “Benefit is known for our fake-its and fix-its, problem-solving products that deliver immediate results,” says co-founder Jean Ford. “Now we’re taking that idea a step further and applying it to the parks.” In Los Angeles the team will be at Jesse Owens Community Regional Park, in New York at Skateboard Park and in San Francisco at McClaren Park. In each, they’ll pick up trash, garden, clean and paint. “Most of us don’t have a lot of extra time to give,” says co-founder Jane Ford, “but by taking one day out of your life to do something good and positive that is bigger than you or me feels incredibly satisfying and, well, beautiful.”
This story first appeared in the April 11, 2008 issue of WWD. Subscribe Today.