As a dedicated customer of Benefit’s Brow Bar on Oxford St, I find them masters in creating the ultimate make-up boudoir. This week, news emerged that the company is opening a two-story flagship boutique in New York City. The store will feature all the girlie hallmarks of the brand, including product displays on pale pink amoires, crystal chandeliers and hand-painted pink wallpaper.
Our boutiques are the truest way to experience our brand – which is about laughter and fun, a duality of bold and girly, and fake-it instant beauty solutions,” said Aurelian Lis, general manager of North America for Benefit Cosmetics.
I couldn’t agree with Lis’ description more. Once you step inside, you’re in a Benefit World where the brand is evident in everything from the fixtures to the flooring to the visual merchandising to the personality of the sales assistants and I couldn’t imagine a customer not enjoying the all-out ‘Benefit’ experience.
When ’s brand ambassadors bdTV: Benefit, they said consumers are quite different between the west and east coasts of the US, making me wonder if it’s possible to create a store with universal appeal. However, Lis is confident they can make it work: We’re rooted in San Fransisco, but with this move, we’re planning to bring a little bit of the West Coast to New York City."
Personally, I think more boutiques in Australia would go down a treat, especially after Maggie and Annie revealed how Aussie women do realise the importance of brows, the brand’s trademark. "Brows are a huge part of our business globally, and a huge focus no matter where you go, BUT, here the women have embraced it like nobody's business," says Maggie. "It's really refreshing to come a place where people understand one of the core parts of our DNA," continues Annie.
According to the general manager of Benefit Cosmetics Australia, Justin Fullerton, more Benefit boutiques are definitely on the cards for the local market, however, the brand isn’t rushing into anything. We are thrilled with our Benefit Boutique in Paddington, Sydney, and look forward to opening more across Sydney and interstate, most likely Melbourne followed by Brisbane,” says Fullerton. No sites are secured or committed and we will expand slowly only as the best suitable locations become available.”
But just because a new boutique isn’t on the horizon just yet, it doesn’t mean High Beam-lovers and brow perfectionists can’t get a taste of the experience. The brand operates counters (including brow bars) in a number of Myer stores around Australia.