For 47 years, Benefit Cosmetics has believed that laughter is the best cosmetic. This ethos shines through in everything from punny product names to its whimsical packaging. In addition to its ’50s-inspired retro illustrations and use of bold colours, witty product names, such as Watts Up and Precisely, My Brow (for the cream highlighter and eyebrow pencil, respectively) have never failed to make you chuckle.
However, my trip to LVMH’s Hélios centre in France’s Cosmetic Valley revealed that for Benefit Cosmetics, research and development is no laughing matter. Behind e’lery tongue-in-cheek product is a brand that’s serious