Benefit Myer

Bold is Beautiful Project with Benefit

How are your brows looking these days? Bushy, bare and lifeless? Never fear – the brow experts at Benefit are here to sort you out! Now is the time to book your next appointment at your favourite Benefit Browbar because for the entire month of May, $10 from all Benefit Brow Wax Services at Myer will go straight to charities supporting women and girls as part of Benefit’s Bold is Beautiful Project. We spoke to Benefit’s Global Beauty Authority Annie Donaldson about this amazing charity initiative.

Benefit Myer

Myer: Tell us a little about the Benefit Charity Initiative?
Annie Donaldson: The Bold Is Beautiful project is a global charity project that focuses on empowering women and girls so they can reach their full potential! We believe that women and girls look and feel their best when they’re confident and that’s exactly what this charity project has been set up to do. In 2015 we have 4 participating markets the U.S, UK, Australia and France where during the month of May donations will be raised from our brow waxes in participating retailers. We hope to raise and donate over 2 million dollars in 2015 and over the next three years we will induct all 44 of our countries into the project.
These donations will go to local charity partners that have been chosen by each individual country that all help to empower women and girls to reach their unique potential. In Australia all the proceeds from the Bold is Beautiful Project will go to Look Good Feel Better, Fitted For Work and SISTER2sister.

M: What motivated you to run an initiative like this?
AD: We’re in the feel good business and believe we have a responsibility to encourage and support women across the globe. We have wanted to do this for years and believe its now the perfect time for us as a brand! We set a goal of launching in 2015 and we went for it 100%. Our motivation is women! It’s has been our job for decades to make women feel good about themselves and gain confidence, we are now taking that beyond our beauty counters to help all women and girls have big dreams and bold moves!!

M: What does being involved with something like this mean to you personally?
It means everything to me personally! This brand is my family and to be able to give back in such an authentic way means the world! I can’t wait to see this program get woven into the culture of our brand for decades to come.

M: What’s your number one tip for good brows?
They can be sisters but don’t have to be twins! We aren’t shooting for perfection just the best version of your brows that we can get! I also always leave it to the experts. I haven’t tweezed a hair on my brows in years, that’s what our brow bars are for!

M: After perfecting your brows, what’s the most important aspect of your daily makeup look?
The better your brows the less makeup you have to wear because they frame your face! But even I have a bad brow day from time to time! Next to brows its eyes and I don’t leave home without mascara. I’ve always used They’re Real but recently I’ve fallen in love with the new Roller Lash mascara, it’s perfect for day as it lifts and opens the eye right up.

M: What’s the best skincare tip you’ve ever been given?
This was from my mom who brainwashed me into always taking off my makeup before going to sleep! She would say “even if you are out all night I would rather you sleep in your jeans then in your makeup!”

M: If you could only use 3 beauty products everyday, what would they be?
Hello flawless liquid foundation – this is such a light weight moisturising foundation. I don’t leave home without it.
Hoola – this is the all-in-one bronzer powder. Its matte and can be used to contour, as blush or all over to give you that sun kissed look.
Gimme brow – This has to be one of our most fool proof products. Its like a little mascara for your brows. Fills in gaps, tints, volumises and sets. But let’s be honest, 3 is hard 🙂


More information is available online here.

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