Balai Isabel

Transform Brows for Bolder Futures


Every peso from Benefit PH’s Brow Wax Services goes to a local charity empowering women and girls

Benefit Cosmetics is transforming brows into bolder futures through their global philanthropy program the ‘Bold is Beautiful Project’  which empowers women and girls to have big dreams and bold moves. In May, every peso raised from Benefit’s brow wax services will go a local charity partner dedicated to fostering education and mentorship, economic self-sufficiency, and access to wellness mirroring Benefit Cosmetics’ belief that every woman and girl should have the chance to achieve her fullest potential.

In the Philippines, Benefit has partnered with Mano Amiga, a private, non-profit organization that provides affordable, innovative and quality international education to children from low-income families. Each brow wax service, which costs 700php, can provide one of the following: 2-hour leadership training session for girls, 3 months’ worth of school supplies, or 4-month livelihood and empowerment program for a student’s mom. Availing of 2 brow wax services can provide school books and project materials for one month, or 2 weeks’ worth of schooling for one girl.

We sat down with Annie Ford Danielson, the brand’s Global Beauty Authority, as well as daughter and niece to the company’s co-founders, Jean and Jane Ford to ask “Why Brows?” “Benefit Cosmetics has been transforming brows since Jean and Jane opened their very first boutique in 176. Since then, millions of our customers have visited our 2,100 BrowBar Beauty Lounges worldwide and received a positive, uplifting feeling” said Ford Danielson. “Through the Bold is Beautiful Project, we want every woman and girl around the world to feel the same way too” she explained.

Ford Danielson also emphasized the power of the brow. “Brows frame our face, draw attention to our eyes, and can even take years off our look. Taking the proceeds from a service that creates such a remarkable change on the surface and donating them to charities that ignite a deeper change in the lives of women was a no-brainer for us. Since we launched this program in 2015, we have raised over $6.3 million and helped empower women and girls around the world. This year in 2017, we are bringing the Bold is Beautiful Project to 17 countries: US, UK, France, Australia, Spain, Singapore, Canada, Ireland, and United Arab Emirates, New Zealand, Mexico, Brazil, Turkey, Portugal, Italy, Korea, Philippines.”

Ford Danielson explained that, through the Bold is Beautiful Project, customers now have a chance to get their brows waxed for a greater good. “Having your brows waxed at Benefit in May is the easiest way to look good and feel good while also doing good.”

Benefit BrowBars are available in Greenbelt 5, TriNoma, Mall of Asia, SM Megamall, Alabang Town Center, SM Seaside City Cebu, BGC Central Square, Rustan’s Makati and Rustan’s Shangri-la. The Bold is Beautiful project will run from May 1-31, 2017.


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