Benefit Cosmetics is back at it again! This year will see the return of its hugely successful global philanthropy program: the Bold Is Beautiful Project. Launched in 2015 to spread the feel-good approach to beauty beyond its boutiques and counters, Benefit’s campaign raised over $2,900,000USD globally in just one year, proving that it’s possible to empower big dreams and bold moves – one brow at a time! The initiative, which this year celebrates Benefit’s ‘Year of the Brow’, will raise vital funds and awareness for local charities that empower women and girls around the world.
In the UK, Benefit has pledged for a second year to donate one hundred percent of its profits from its brow wax services during May to its two key charity partners; Look Good Feel Better, who help women and teenagers combat the visible side effects of cancer treatment, and Refuge which supports women and children escaping domestic violence. In addition, any customer who purchases a brow wax service during the month will receive a complimentary full size Gimme Brow (worth £18.50).
Personifying what it means to be bold and beautiful is campaign ambassador, actress, singer and presenter, Denise van Outen, who will lead the annual fundraising with a march through the streets of central London on Sunday 8th May.
The 4.5 mile route, starting and finishing in Cavendish Square, will allow walkers to take in some of London’s most famous sites – including Piccadilly Circus, Trafalgar Square and along the River Thames. But no march would be complete without a touch of glamour! Courtesy of Benefit Cosmetics, women and girls will be encouraged to start with minimal makeup, stopping at checkpoints throughout the route to receive beauty ‘touch-ups’ to their skin, lips, eyes, and of course, eyebrows, which will complete the look and give an instant eye-lift.
Speaking about her involvement Denise van Outen says:
“I am truly proud to be a part of this year’s Bold is Beautiful campaign. Our incredible UK charity partners, Look Good Feel Better and Refuge, support women and children undergoing serious times of adversity and help them to regain a sense of self and wellbeing. I’ve had the pleasure of meeting some of these women and have been humbled by their experiences. I urge everyone to get involved as we attempt to raise as much money as possible for this amazing cause!”
Benefit Cosmetics Managing Directors, Ian Marshall & Gail Bojarski explain:
“Benefit has been transforming brows and empowering women since 1976 and this year we’re taking our feel-good approach to beauty to new levels. Benefit’s biggest year yet will see us celebrating the ‘Year of the Brow’, which will see a huge focus placed on the importance of ‘wow brows’ and how they can truly transform someone’s appearance. This in turn will ensure our charity initiative, Bold is Beautiful, raises more awareness and of course, much needed funds for our charity partners, Refuge and LGFB. We are looking forward to donating the proceeds from our brow wax services during the month of May and using this to help create bigger, bolder and more beautiful lives for women and girls across the UK.”
As the only international cancer support charity, Look Good Feel Better’s skincare and make-up Workshops and Masterclasses focus on the problems associated with the visible side effects of cancer treatment and how hard the loss of hair, eyebrows, eyelashes and other skin related issues can be to cope with. Charity partner Refuge is committed to a world where domestic violence is not tolerated and where women and children can live in safety. It aims to empower them to rebuild their lives, free from violence and fear, providing a range of life-saving and life-changing services.
A dedicated website (www.boldisbeautiful.com/uk) is now live and provides all the information on Bold Is Beautiful and how to get involved, including registering to take part in the campaign.