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Benefit Is Launching 10 New Brow Kits Created by 10 International Influencers
10 different influencers, 10 different cultures, 10 different brow styles
The phrase "this is unlike any other influencer collaboration you've ever seen before" might sound hyperbolic...but in this case, it's actually true.
For its latest coup, Benefit Cosmetics has teamed up with 10 different influencers from 10 different countries, each of whom has curated a brow kit customized to their — and by extension, their countries' — preferences.
It's a pretty genius idea — after all, brow preference varies as much by country as anything else. "We wanted the influencers to tell us what is their favorite brow look — whether it be natural, extravagant, full," said Benefit chief executive officer Jean-Andre Rougeot to WWD. "We wanted them to pick their own look based on their cultural backgrounds and then we worked with them on establishing a list of tips on how to actually get that look for those different products."
Each kit will be available exclusively in its home country, though there are a couple of exceptions: Perkins' kit will additionally be available in Canada, while MK's will be sold in both China and Taiwan.
Here in the U.S., we're lucky to be privy to Perkins' Bomb Ass Brows Kit, $59. Perkins explained to Allure that she curated the kit with a variety of looks in mind, from a glam "bold brow" to a more relaxed "everyday brow." And since the kit is complete with a Precisely, My Brow Eyebrow Pencil, $24, FoolProof Brow Powder, $24, a 24-Hr Brow Setter Clear Brow Gel, $24, a High Brow Eyebrow Highlighter, $22, a mini Ka-Brow Eyebrow Cream-Gel Color and a brow brush/spoolie combo, it has truly everything you need for a whole phalanx of influencer-approved arches.
The Bomb Ass Brows Kit launches today on Benefit.com and will become available in stores on December 4. The rest of the worldwide kits will be launched on January 1.
For its latest coup, Benefit Cosmetics has teamed up with 10 different influencers from 10 different countries, each of whom has curated a brow kit customized to their — and by extension, their countries' — preferences.
You've got Desi Perkins in the U.S., Chloe Morello for Australia, Risabae for South Korea, Anna Saccone for the U.K., Ischtar "Isi" Isik for Germany, MK for China, Lizy P for Spain, Marie Lopez for France and Hanan Alnajadah for Kuwait.
It's a pretty genius idea — after all, brow preference varies as much by country as anything else. "We wanted the influencers to tell us what is their favorite brow look — whether it be natural, extravagant, full," said Benefit chief executive officer Jean-Andre Rougeot to WWD. "We wanted them to pick their own look based on their cultural backgrounds and then we worked with them on establishing a list of tips on how to actually get that look for those different products."
Each kit will be available exclusively in its home country, though there are a couple of exceptions: Perkins' kit will additionally be available in Canada, while MK's will be sold in both China and Taiwan.
Here in the U.S., we're lucky to be privy to Perkins' Bomb Ass Brows Kit, $59. Perkins explained to Allure that she curated the kit with a variety of looks in mind, from a glam "bold brow" to a more relaxed "everyday brow." And since the kit is complete with a Precisely, My Brow Eyebrow Pencil, $24, FoolProof Brow Powder, $24, a 24-Hr Brow Setter Clear Brow Gel, $24, a High Brow Eyebrow Highlighter, $22, a mini Ka-Brow Eyebrow Cream-Gel Color and a brow brush/spoolie combo, it has truly everything you need for a whole phalanx of influencer-approved arches.
The Bomb Ass Brows Kit launches today on Benefit.com and will become available in stores on December 4. The rest of the worldwide kits will be launched on January 1.
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