Benefit’s new Boss Brows campaign is all about empowerment and raising your voice
Since launching back in 1976, San Francisco-based Benefit Cosmetics has been focused on empowering women and providing them with tools to look their best. In the past, the beauty brand has launched the massive Bold Is Beautiful campaign, where the brand donates 100% of brow wax proceeds to local charities that focus for women and girls around the world.
Starting today, February 1st, the brand has launched a new campaign called Boss Brows, a digital, social and in-store campaign that celebrates and profiles people who are breaking down boundaries and raising awareness of their specific causes.
The four activists and influencers Benefit has chosen for the Boss Brows campaign are artist, director, and LGTBQ and human rights champion Hayley Kiyoko, ban.do founder and mental health advocate Jen Gotch, non-binary femme sexuality educator and breast cancer survivor Ericka Hart, and model, advocate, and cancer survivor Mama Caxx.
So what does the campaign entail? First, if you head to @benefitcosmetics Instagram page between February 10th and February 17th to share a time when you most felt like a boss, you’ll receive a discount code for 20% off.
Benefit is also selling a limited edition set featuring two Benefit brow products (a full-size Gimme Brow+ and a full-size Precisely, My Brow Pencil) inside a holographic ban.do bag. You can buy that cute set now at benefitcosmetics.com.
Finally, ban.do and Benefit Cosmetics have teamed up to launch a lifestyle line, which comes out on February 4th and will be available on the ban.do site, as well as Sephora, Ulta, and Urban Outfitters.
You can watch the campaign video below to learn more about the Boss Brows campaign.
Make sure to also head to Benefit’s site to learn more about the four activists and what they each stand for.