When I visited New York a few years ago I came across Benefit, the wonderful and very creative cosmetics brand for the first time. Benefit is one of those brands that just stands out as special and different in a premium cosmetics category where most brands appear to go after the same target group with the same products and very similar positionings. Well, Benefit sure is different from those brands. It positions itself as the girlish cute, ultra feminine and tongue in cheek premium cosmetics brand for women who are proud to embrace the positive aspects of 'girly'. And the execution of their positioning is clever too. They've got an amazingly creative product portfolio with products to prove their worth. I bought my first Benefit product recently when travelling through KL airport. It was the Hello Flawless powder and... it's far better than any powder I've tried recently. It's the first Benefit product I've bought - but it certainly won't be the last. Unfortunately though, Benefit still doesn't have a presence in Sweden... So, I have to save my money for now. But I do want to be a Benefit gal!
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