BENEFIT COSMETICS for Glamouriety
This story first appeared in the December 14, 2012 issue of WWD. Subscribe Today.
Not too many beauty creators would use lipsticked pigs and cross-dressing farmers in their promotional pieces—but most creators aren’t Benefit founders Jean and Jane Ford, who did just that with their film project, Glamouriety. The 43-minute documentary had just one directive from the Fords: not to take itself or its subjects too seriously. “It actually started out as a training film to show our new recruits the DNA of the brand so that we didn’t have to tell the same stories over and over,” said Jane Ford, with a laugh, of the tale that starts in the twins’ Indiana hometown and then wends its way through New York City and the twins’ modeling career before making its way to San Francisco. The cinematic wackiness also includes an overly enthusiastic televangelist named Reverend Gloria and a McDreamy clone named Dr. Feelgood, whose “commercials” spoof Grey’s Anatomy. The film was screened for Benefit associates and key consumers globally, with stops including Shanghai, San Francisco, Miami, Los Angeles and New York, and now resides permanently on YouTube. The film was said to have cost $2 million to produce—and worth every penny. Said one enthusiastic viewer on YouTube, “Thumbs up if you find yourself loving Benefit Cosmetics even more now!” Talk about cutting through the clutter.