Why has it taken this long for Benefit to launch a foundation?
"Foundation is a pretty traditional product, so we knew that if we wanted to launch a foundation we had to do it in a 'Benefit' way. Formula was paramount, but equally important was making it feel true to our brand — it had to address a problem and offer an instant solution, be easy-to-use, and most importantly, be FUN! It took us a long time to find the right formula, concept, and packaging that incorporated all those things, but we finally did, and trust me….it was worth the wait!"
Why is now the right time to launch this?
"We are truly a global brand now and because of that we have to make sure we provide our customers with a fully comprehensive line. Foundation is key for so many women, and they were begging us for one that was innovative, modern, and fresh. We knew we could deliver and at the same time take our brand to new heights."
What makes this foundation so different from everything that's already out there?
"Our formula addresses all the major things that women want from their foundation: It offers sun protection with SPF 25 in an oil-free, fragrance-free formula. It contains vitamins C & E, minerals, and a peptide which help to protect against environmental stresses, and boosts cellular respiration for a 'plumping up' effect and to keep your skin looking youthful and radiant. It’s also buildable, so that you can customize your coverage, without ever feeling cake-y or heavy. Even the bottle is cool, with its air-less pump, and because it’s plastic and under 3oz, you can put it in your carry-on and not worry about it weighing you down [or holding you up at security]. It has everything a modern foundation should have! As we say…'this ain’t your momma’s foundation.'"