10 April 2011


BENEFIT COSMETICS - Maggie and Annie Ford Danielson, the Global Makeup Trend Artists and Brand Authorities of Benefit Cosmetics were in Singapore last week for the Press Preview of Cha-Cha Tint as well as meeting Benefit Cosmetics Fans at Tangs Orchard and Sephora ION.

Benefit CosmeticsBenefit Brow BarBenefit Cosmetics Maggie Ford DanielsonBenefit Cosmetics Annie Ford Danielson

Thanks to the lovely folks at BENEFIT Cosmetics Singapore, BEAUTERUNWAY attended a cozy intimate luncheon with Maggie and Annie Ford Danielson held at Mezza 9, Grand Hyatt Singapore. Maggie and Annie are the daughters of Jean Ford and nieces of Jane Ford who are the founders of Benefit Cosmetics. Growing up with Jean and Jane, its only natural that Maggie and Annie took over the reins to continue Benefit Cosmetics legacy. Benefit cosmetics currently have over 2,000 counters in more than 30 countries.

Benefit Cosmetics Jane and Jean Ford, Maggie and Annie Ford Danielson

BENETINT – The famous product that started it all !


A rosy lip and cheek stain created in 1977 by Jane and Jean Ford after an exotic dancer had come into one of the sisters’ boutiques looking for a nipple stain that wouldn’t sweat off. Bene-tint, which gives the complexion just the right rosy glow, has been one of the cosmetics line’s best-sellers ever since. Maggie and Annie never leave home without it !

Maggie and Annie Ford Danielson in Singapore

Maggie shared that Benefit Cosmetics core business is makeup and to deliver quick fixes for every girl peskiest beauty dilemmas globally to make them feel beautiful and confident. Today, Benefit Cosmetics are managed by Maggie in New York, who oversees the overall operations and Annie who specials in product development, including christening of the Benefit Cosmetics new effective products with fun, quirky, playful names and colorful packaging with printed instructions, together with her dedicated team in San Francisco.

Benefit Cosmetics Maggie and Annie Ford Danielson

An extremely consumer-oriented brand, Maggie explains why Benefit have developed only 200 odd product lineup compared to thousands in other beauty brands. For example, a makeup product is only developed when there is a need. Benefit only introduced its b.right skincare range for radiant skin recently to be used in harmony with Benefit Cosmetics products for a true Benefit Routine as BeneFans requested. In line with Benefit Cosmetics fun philosophy, all products have fun and quirky names.

Benefit skincare - b.brightBenefit b.right skincare Radiant

An interesting tidbit is that if you are a Benefit Cosmetics Fan, you will notice that there are no adverts in any media nor celebrity endorsements, Benefit philosophy is preferring to let the products speak for themselves. Maggie and Annie  continues to plough their time and monies into developing new products that women desires. With the hot and humid Asia weather in mind, ""That Gal" Brightening Face Primer, Stay dont stray Eye Primer & concealer and POREfessional are developed to cater for Asian skintones and concerns particularly in Singapore, Malaysia, China, Hong Kong and South Korea. 

Benefit That Gal Brightening Face Primer Benefit stay dont stray eye primer Benefit POREfessional BADgal lash mascara

Benefit Best Sellers include:
BENEFIT some kind a gorgeousBenefit BenetintBenefit dandelion 

Maggie and Annie would be ending their ‘Asia Tour” which started in South Korea, Malaysia and Singapore in Sydney, Australia as their final stop as Benefit cosmetics celebrates their 10th Birthday in the land of OZ. It was a truly enjoyable lunch with Maggie & Annie who shared with us their Love for Benefit Cosmetics, brand happenings as well as their favourite dishes in Singapore -  Black Pepper and Chilli Crabs!

Maggie and Annie Benefit Cosmetics with BeauteRunway

After the luncheon, Maggie and Annie demonstrated how to use Benefit Cosmetics Best Sellers to a huge crowd at Tangs Orchard Window Display before meeting more fans at Sephora ION.

 Benefit Cosmetics Maggie & Annie Makeup Demo at Tangs OrchardBenefit Cosmetics Maggie & Annie Makeup Demo at Tangs Orchard Singapore

Benefit Cosmetics and Benefit Brow Bar are available at Tangs Orchard, Takashimaya, Robinsons Raffles City and Sephora ION.


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