PARIS, 2016-May-12 — /EPR Retail News/ — For the second consecutive year Benefit has launched its Bold is Beautiful project to do good with beauty. For a full month, proceeds from Benefit’s Brow Bars will be donated to charities that support women.
The goal of the Bold is Beautiful initiative rolled out in 2015 by Benefit Cosmetics is elegantly simple: help women and girls feel confident and empower them to have big dreams and bold moves. For the second consecutive year, the U.S.-based brand, which since its founding has championed a “feel-good” approach to beauty with a lighthearted, humorous touch, is taking its message beyond its stores.
During one month, every dollar from Benefit’s brow wax services is being donated to charities that foster education and mentorship, economic self-sufficiency and access to wellness for women. Some 20 charities in nine countries will benefit from the initiative.
In 2015 the project raised $2.9 million, waxing over 170,000 brows. This year Benefit is targeting $4 million, expanding the reach to five more countries. In addition to the US, the UK and Australia, Benefit customers will be able to take part in the Bold is Beautiful project in Spain, Singapore, Canada, Ireland and the United Arab Emirates.
The Bold is Beautiful initiative will be rolled out in France in June.