Benefit Cosmetics Case Study

Back in 2012, the Benefit Sydney BrowBar broke the record for the most brows waxed in eight hours. But that was just the beginning. Benefit’s annual campaign, “Bold is Beautiful” needed a unique edge for its 2017 run. This is when the team at Benefit Cosmetics decided to attempt to beat their existing Guinness World RecordsTM title and make Australia’s contribution to the campaign really stick.

The theme of the campaign was female empowerment. Benefit Cosmetics is passionate about helping women get access to education and wellness services, as well as enabling financial self-sufficiency.

Throughout the month of May, $10 from every wax was given to three different charities – Sister2Sister, Look Good Feel Better and Fitted for Work – each with a specific focus on the rights of women in Australia. So in an effort to raise as much money and awareness as possible, the teamset out to touch- up their title, and wax their way to record-winning glory.

By using the Official Attempt logo in the two-week run up, there was a lot of buzz around the event. From Facebook posts to t-shirts, Benefit Australia used the logo across media platforms and merchandise. When the day finally came, an official Guinness World Records adjudicator witnessed the record-breaking moment at the Benefit BrowBar in Melbourne. The team broke the Sydney branch’s record of 382, with a staggering 435 brows waxed in just eight hours. 

Once they succeeded, they were able to use the Official Record Holder logo for a week following the event – keeping the enthusiasm around the campaign alive. The event raised awareness for the “Bold is Beautiful” campaign, and gave the Benefit brand the boost it deserved.