As a luxury cosmetics company, I’m pointing out the obvious by stating that Benefit is in the business of making women look their best. And while I know that our fix-its and fake-its can go a very long way, I’m also keenly aware that makeup is only one component of being one’s best self.
So here at Beauty Central we have yoga classes twice a month, taught by Erika Hollister, a San Francisco-based yoga instructor (and Benefit fan, of course – her favorite box o’ powder is sugarbomb). Isn’t she incredible?
Being one’s best is relative, but for most women, I imagine it involves some combination of looking good, feeling at ease with her body, giving and receiving love, and maintaining a sense of purpose and forward movement in her life. All these things require constant attention: to personal style, to regular engagement with the body, to relationships, and to goals. In short: being one’s best is complex and challenging.
I found myself wondering whether and how Benefit as a global brand addresses the complexity of being one’s best self. Clearly, we’ve got the looking good part down, but do we address the rest? As I thought about it, I came to realize the messages Benefit sends out in the world start at Beauty Central. For example, the fast and quick-fix service with a smile you receive at a Benefit counter is very much a reflection of the work ethic at our office – people are quick to respond to each other and do so cheerfully.
By making yoga available at Beauty Central, we do address this complexity – yoga teaches one to use the body with more intelligence, it is a form of self-love, and it helps one find perspective more quickly. By extension, this message does and will continue to make its way to you.
So here’s to being your best you.