Benefit Cosmetics’ annual philanthropy initiative the Bold Is Beautiful Project returns this spring with a pink twist! It launches in London’s Covent Garden on Friday 31st March and then is touring three other cities across the UK during April, the #RaiseABrow charity shop will fling open its doors and raise vital funds for two UK charity organisations, Refuge and Look Good Feel Better, which empower and support women and girls across the country.
This year the campagn aims to spread the feel-good approach to beauty beyond London, #RaiseABrow will tour the UK popping up in three locations across the UK and Ireland. Their will also be an eBay auction which will be live from 1st April, where there will be exclusive items such as a signed Lulu Guinness clutch and a gorgeous Suzanne Neville wedding dress.
35-37 Neal Street, WC2H 9PR
Open to public Friday 31st March – Sunday 2nd April
17 South William Street
Open to public Wednesday 5th April – Saturday 8th April
2 Market Street, M1 1PT
Open to public Thurs 13th April – Saturday 15th April
St Enoch Shopping Centre, G1 4BW
Open to public Friday 21st April – Sunday 23rd April
This year the shop will contain only pink donations. The #RaiseABrow pop-up will be bursting at the seams with clothes to candles, furniture to fragrance, books, bags and blooms, all donated from your favourite celebrities, brands, and vloggers – if it’s pink, it’ll be there and one hundred percent of the sales will be donated to the two charities. In addition, their team of expert benebabes will be on hand for brow treatments which customers can indulge in after shopping for must-have pink items from the likes of GHD, Magnitone, ASOS, Marcus Lupfer and The Cambridge Satchel Company. In fact, visit any Benefit Brow Bar during April and 100% of Benefit’s profits from every brow wax will go directly to the two charities – plus customers will receive a free deluxe mini Gimme Brow worth £10! .
The Bold Is Beautiful campaign proves each year that it is possible to empower big dreams and bold moves – one brow at a time. The initiative has raised more than £1m for Look Good Feel Better, a charity which aims to improve the self-esteem, confidence and well-being of women and teenagers dealing with the visible side effects of cancer treatment as well as Refuge a charity supporting women and children escaping domestic violence. Globally, Bold Is Beautiful has raised $6.3million.
Benefit Cosmetics Managing Directors, Ian Marshall & Gail Bojarski explain: “While we’ve been transforming brows since 1976, it was 2014 which saw the UK embark on its first philanthropic endeavour, designed to spread Benefit’s feel-good approach to beauty well beyond the counters. Since then, the Bold Is Beautiful campaign has gone from strength to strength, expanding to an international initiative, thanks to the ongoing support of our loyal customers. 2017 sees the campaign take on a new guise and we can’t wait to raise even more money for the two wonderful charities. Together we can help to create bigger, bolder and more beautiful lives for women and girls across the UK”
Sandra Horley CBE, chief executive of Refuge, said: “On any given day Refuge provides life-saving and life-changing support to more than 4,700 women and children escaping domestic violence. Domestic violence is a hideous crime that kills two women every week in England and Wales alone – Refuge’s services give women an escape route, and empower them to rebuild their lives free from violence and fear. In five years of working together, Refuge and Benefit have raised awareness of domestic violence and the vital support Refuge offers – as well as much-needed funds to keep the doors to our services open. Together, we have let more women know they are not alone. Refuge is looking forward to the #RaiseABrow charity shop opening next month for the next chapter of the Bold Is Beautiful project.”
Sarahjane Robertson, Executive Director of Look Good Feel Better UK, said: “With the success of the “Bold is Beautiful” and “Brow Arch March” campaigns over the last couple of years, we’re very excited about the addition of the new #RaiseABrow charity shop, which is sure to bring continued success and raise vital funds and awareness for Look Good Feel Better. To date, we’ve supported over 130,000 women struggling with the visible side effects of their cancer treatment and money raised from this initiative will help us reach thousands more.”
To donate pink items to the #RaiseABrow shop visit your local Benefit boutique from mid-March where there’ll be a pink donation bin to add to. Alternatively you can send your donations to us directly at: FAO Bold is Beautiful, The Printing Place 14 Hanbury Rd, Chelmsford CM1 3AE
To donate directly to the charities, request a fundraising pack or for more information visit: www.boldisbeautiful.com/uk
PR for the Bold Is Beautiful campaign is being undertaken by SLAM PR. Jamie Posner, Senior Director at Devries SLAM told us: “Benefit Cosmetics is a long standing client partner of ours, and since we began working with the brand in 2014, we have implemented the annual Bold is Beautiful campaign, which has gone from strength to strength. In recent years there has been a real shift in the expectation of consumers, who are now demanding that brands do their part for causes and charities. Benefit’s Bold Is Beautiful is testament to this, and the campaign is now firmly cemented in the fabric of the business.”