The Broad Side LOVES showcasing initiatives that like us are all about empowering women! We were lucky enough to catch up with Annie Ford-Danielson, the Global Beauty Authority at Benefit Cosmetics, who is currently in Australia to launch the BOLD IS BEAUTIFUL PROJECT which kicks off in May.
Tell us about the Bold Is Beautiful Project…
Throughout the month of May, Benefit Cosmetics will be partnering with local charities, Look Good Feel Better, SISTER2sister and Fitted for Work who are dedicated to empowering women and girls to live better and bolder lives as part of the Bold Is Beautiful Project.
The San Francisco beauty brand is most often known for their solution-orientated cosmetics and their iconic Browbar beauty services. Beginning this May, however, they will be known as the brand that is DOING good while looking good!
$10 from every Brow Wax Service had at Benefit Browbars at Myer nationally throughout all of May will be donated to a local charity partner that mirrors Benefit’s belief that every woman and girl should have the chance to reach her fullest potential.
Who are the local charities that you are partnering with and how do they empower women?
Look Good Feel Better (LGFB) takes women who are at their lowest point, when they are fighting cancer and they give them hope and make them feel good about themselves. It is incredible to see the transformation of a woman who is sick, tired, and doesn’t feel confident in the way she looks at all to enter into a LGFB workshop and learn easy tips and tricks that help to transform the way she looks, but more importantly the way she feels.
SISTER2Sister focuses on young girls who are struggling for many reasons. This programme takes these girls who are in the worst situations and give them sister that they can rely on for support, love, development, and guidance. These girls are able to achieve their highest goals because of the change that SISTER2sister has made in their lives!
Fitted for Work takes women who have struggled for one reason or another to get work and keep work and they set them up for success. They help these girls get fitted from head to toe in clothes that make them feel good about themselves and that will help them find a job. More importantly they give these women and girls a second chance at life, a chance to be seen for whom they are no what has happened to them!
How important is it to Benefit Cosmetics to be partnering in an initiative like this?
This is the MOST important project we have ever worked on. This program will live in the heart and soul of our company for decades to come empowering women and girls to have big dreams and bold moves! This project will change the lives of women all over the world, and will also give our employees the opportunity to be a part of something bigger than our day to day jobs.
How does Benefit Cosmetics go about promoting women leaders in the company?
For a global brand that has now reached 1 billion dollars in sales we have an incredible amount of female leaders within our business. We believe in hiring and cultivating strong bold, smart, independent women who aren’t afraid to take risks. That type of woman is who started this brand and it is who will keep it growing for years to come.
Who are some women that inspire you to be your best self each day?
My Mum and my Aunt are my biggest inspiration. They are truly the most, beautiful, fun, giving, challenging, loud, proud women I have ever met! When you meet them for the first time it is as if entering into a whirlwind, you don’t know what happened to you but it was so FUN! I hope to one day have a fraction of the guts and charisma that they have.