Skip to main content

Benefit Gets Body Conscious

NEW YORK — Having increased its sales by 25 percent in the U.S. alone last year, Benefit Cosmetics is watching its figure with the launch of its Wonderbod collection in June.

Featuring several “cheeky” new products, Jiggle...

NEW YORK — Having increased its sales by 25 percent in the U.S. alone last year, Benefit Cosmetics is watching its figure with the launch of its Wonderbod collection in June.

Featuring several “cheeky” new products, Jiggle Gel, Jiffy Tan, Bum Deal and Wonder Mitt, Wonderbod is the company’s first line aimed at solving specific body issues. “[Our customers] really wanted something that would help them to hide, firm and conceal those extra vanity pounds,” said Jean Ford, co-founder of Benefit.

And the company seems to be growing with its customer base as well. Benefit chief executive officer Diane Miles attributed the significant growth of the 10-year-old brand mainly to constant product development and innovation. “It’s a combination of the products being intriguing and fun along with innovation,” she said.

While neither Miles nor Ford would comment on sales figures, industry sources expect the four products to bring in between $5 million and $7 million in first-year retail sales. The products will be available in Benefit’s full distribution of 350 doors in the U.S.

Jiggle Gel, a $26 slimming product, is designed to produce a cooling, slimming feel on the skin, according to Ford, while Jiffy Tan is a $24 tinted body lotion. Bum Deal, a $24 sugar scrub, contains red currant extracts, which help to stimulate and improve circulation, according to Ford.

In addition, the company will launch Wonder Mitt, a $14 exfoliating cleansing mitt. Each product is emblazoned with an “Invisi-Girdle Technology” seal that features a picture of a vintage-inspired undergarment; a nod, it seems, to the degree of levity the company maintains in all of its products, even those aimed at such a touchy subject as body issues: “Invisi-Girdle Technology is about jiggle and fun,” said Ford.

Keeping things honest and “fun,” said Miles, marks the difference between slimming products from Benefit and other similar products on the market. “These products feel good and they do have an effectiveness, but they don’t overpromise,” she said.

In addition, the company has two more body-conscious products under the Wonderbod umbrella in the works, most likely for late spring 2006. But for now, Ford is happy with keeping the lineup streamlined. “Three products plus [the Wonder Mitt] is just enough for now,” she said. “It’s like having a boyfriend — how can you date more than three guys at once?”

Related Galleries