Benefit is aiming to add a breath of fresh air to the foundation category this spring with its Hello Flawless Oxygen Wow lineup.
The introduction marks the first time the brand has done a liquid foundation, said Aurelian Lis, general manager of Benefit’s North American business.
“We’re famous for complexion perfection, but didn’t have a liquid foundation,” added Julie Bell, executive vice president of global marketing for Benefit. “We started brainstorming three years ago, and knew that we wanted something that brightened and hydrated skin, left it luminous, but also natural looking. We also wanted an SPF. We decided that because oxygen is what naturally breathes life into the skin, it would be amazing if we could come up with an oxygen complex. This is a game changer.”
The foundation range is a brightening formula infused with the brand’s proprietary Oxygen Wow Hydrating Complex. The complex is said to boost cellular respiration for a plumping effect, and also includes vitamin C and vitamin E derivatives for their antioxidant properties. The finish is buildable from light to medium coverage.
The line includes nine shades, ranging from ivory to a deep nutmeg shade. Each retails for $34 for 1 oz.
Despite the serious science, the shade descriptions are pure Benefit: “I’m pure for sure” Ivory, “Cheers to me” Champagne and “I’m so money” Honey, among them. “We want foundation to be fun — and to make people smile,” said Lis.
Each foundation has a corresponding Hello Flawless Custom Powder Cover-Up, a product line that is already on counter.
Benefit will promote the range digitally as well as on hsn.com, noted Lis, adding that Hello Flawless Oxygen Wow is the brand’s key initiative for 2012. “We have a vibrant Facebook community and plan a strong push in social media,” he noted, adding that the brand will also experiment with small consumer parties with the brand’s “Benefit Advocates” (superfans) to promote the line. The brand also plans cross-promotion between the new foundation, the existing powders and PoreFessional, a product which reduces the appearance of large pores.
The foundation will be available online on Feb. 15 and will enter brick-and-mortar doors on March 1. Globally, the brand is in about 2,000 specialty and department stores, with business split evenly between North America, Asia and Europe. In the U.S., doors include Sephora, Ulta, Macy’s, Bloomingdale’s and Belk’s, in addition to the brand’s e-commerce site, benefitcosmetics.com. Benefit also operates 19 freestanding boutiques, the most recent of which is one in Greenwich, Conn.
While Lis and Bell declined to comment on projected sales, industry sources estimated that the foundation line could do $70 million at retail in its first year on counter and that Benefit’s global sales for 2011 will reach $600 million.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)