How woke is Benefit?

Introduction

Founded by the twin sisters Jean and Jane Ford, Benefit Cosmetics, a Guinness World Record Holding beauty brand, has embraced the mantle of social consciousness, aligning itself with various progressive causes. This review delves into Benefit Cosmetics’ involvement in social justice initiatives, diversity policies, mandatory training, support for LGBTQ+ rights, and their marketing strategies.

Financial Contributions to Progressive Causes

Following the launch of their  “Bold is Beautiful” campaign in 2015, Benefit Cosmetics has made significant strides in supporting progressive causes. This initiative, launched in 2015, supports charities that empower women and girls, including those advocating for reproductive rights. 

The Industry Beauty notes, “Benefit Cosmetics has raised millions for local charities supporting women and girls, proving their commitment to social justice”. Furthermore, Benefit has been vocal about supporting abortion rights, as highlighted in Allure’s list of beauty brands backing this cause.

The company’s charitable efforts have been widely recognized and celebrated, underscoring their dedication to social justice and progressive initiatives​​.

Prioritization of DEI Policies

The dedication and commitment of Benefit Cosmetics on Diversity, Equity, and Inclusion (DEI) policies, is evident in their recruitment and career development strategies as it extends beyond internal policies.

According to Glassdoor, “Benefit actively promotes DEI through various initiatives and programs, creating a workplace that values diverse perspectives”. Likewise, in an article, ThinkNow goes ahead to highlight that Benefit “demonstrates a genuine commitment to DEI, moving beyond mere lip service to implement meaningful policies and practices”. 

Mandatory Training Sessions

Benefit Cosmetics enforces mandatory training sessions for its employees, focusing on topics such as unconscious bias and diversity training aiming to cultivate a more inclusive and respectful workplace culture.

Glassdoor reviews indicate that “employees undergo comprehensive training to align with the company’s DEI goals, fostering a respectful and inclusive workplace”.

Support for LGBTQ+ Initiatives

Benefit Cosmetics active participation in and sponsoring various initiatives, makes them a strong advocate for LGBTQ+ rights. Their involvement with the Trevor Project, an organization dedicated to preventing suicide among LGBTQ+ youth, highlights their commitment to this cause.

According to The Industry Beauty, “Benefit’s Pride campaigns highlight LGBTQIA+ stories, promoting acceptance and inclusivity within their marketing strategies”. The company’s support extends to various LGBTQ+ organizations and events, solidifying their role as a prominent ally in the beauty industry.

Marketing and Branding

Just as their campaigns often highlight diversity and inclusivity, Benefit Cosmetics’ marketing and branding strategies prominently feature messages supporting social justice and climate change activism. 

Marketing Week states, “Benefit’s marketing strategy emphasizes diversity and inclusivity, resonating with a wide audience and reinforcing their commitment to social justice”.

With digital strategies designed to build a community around their brand, they emphasize their commitment to progressive causes. This approach not only enhances their brand image but also aligns with their core values of inclusivity and social responsibility.

Conclusion

Benefit Cosmetics stands out as a brand deeply involved in progressive causes and social justice initiatives. Their financial contributions, DEI policies, mandatory training sessions, support for LGBTQ+ rights, and inclusive marketing strategies demonstrate their commitment to fostering a more equitable and inclusive society.

 Despite criticism from conservative quarters, Benefit Cosmetics continues to champion these causes, solidifying their reputation as a socially conscious brand.