Benefit to boost colour offering

San Francisco based brand Benefit has announced that it will place greater emphasis on colour cosmetics in 2012/13, following the considerable success of They’re Real, which launched last year and is now the world’s best selling mascara.

“As far as colour is concerned Benefit is never going to have 120 shades of lipstick – there are other brands out there which do that well already – but it is important that we have a credible colour offering,” said the brand’s UK managing director, Ian Marshall.

Benefit’s first step towards enhancing its colour line sees the launch of two new kits in September 2012: how to look the best at everything, which comes in light, medium and dark options and contains the POREfessional, hello flawless oxygen wow liquid foundation, two shades of boi-ing concealer and “hello flawless!” powder cover-up; and lip and cheek kits, each featuring a Benefit tint, high beam, face powder and lip gloss.

Commenting on the additions, Marshall said: “We believe these will add tremendous weight to our colour franchise and will be the first step towards a revolution in Benefit’s colour offering.”

Next year the LVMH-owned brand intends to add new products to its base colour cosmetics line up, which will come in groundbreaking, unusual packaging. Although Marshall added that thrust of Benefit’s focus on colour will be through the further introduction of kits combining colour cosmetics with Benefit’s ‘fixer’ products.