Getting Cozy with the daughters of Benefit Founders, Maggie and Annie

Not everyone has heard of Benefit yet, but once you do, you won't stop at just one product, but go on to buy their whole range of goodies if your wallet permits. I'm not judging you girlfriend, because I'm guilty as charged.

Even before Benefit hit the local stores a couple of years ago, some of my friends in Singapore were already asking me to purchase the BADgirl lash mascara for them while I was living in the States.

Can anyone really blame us for indulging in the best though?

Stereotypically, things that appear fun and fancy (think frivolous and cheeky names like dr. feelgood, sugarbomb, it's potent! eyecream, you rebel lite and stay don't stray) suffers in quality, but not so in Benefit's case.

"Who says makeup has to be serious to be good?" the founders, Jean and Jane Ford, would say to challenge that common notion. I was skeptical at first because I've been tricked too many times by sexy advertisements into splurging on pretty things, but soon be dismayed that quality is sub-par.

How does a beauty brand, founded by ex-models who were near penniless when they first moved to San Francisco 25 years ago - and who allowed their fate be decided by flipping a coin - built a beauty empire that reached such global success, with more than 2000 counters in over 30 countries, without spending on advertising at all?

I find out over lunch at Shangri Hotel from Maggie and Annie, the two daughters of Benefit founders Jean and Jane Ford. Over our casual girly chat, I also found out what they thought of Singapore, if they have tried our local delights (especially our Hainanese Chicken Rice and infamous Durian), how a typical day at a dream job like theirs is like, beauty secrets and other hobbies!

After I tried BeneFit's products, including the wildly successful BeneTint, I have to say, I'm a convert. Fancy names and fun packaging aside, BeneFIT promises quality and delivers it to a T. This explains why the brand only have 200 products in their line compared to other cosmetic giants that have over 2000 SKUs as we learn from Annie, the younger of the two, who is in charge of product development.

Ever since the Annie and Maggie got started in the business in 2008, they have been very hands-on. The gorgeous six feet tall sisters travel to different parts of the world to listen to women's beauty woes and deliver quick fixes, which is exactly what every modern working woman need in their hectic lives. It is interesting to learn that the top bestsellers are similar throughout 30 over countries, which goes to show that their products transcends culture and trends which lasts 20 to 30 years. A prime example of such a Benefit product is their BeneTINT which I mentioned earlier.

They saved all their advertising dollars and spend it on product development. It takes alot of time and energy to perfect the shades, formula, components, packaging and even naming! For naming, it is not just one person doing it. It is a very collaborative task to get the word association right and also have an emotional appeal to it so that when customers see it, they'll build a story in their mind. Wala! Such attention to details is the secret to their success. Easier said than done though. Once they decide on doing a product, their product development can typically take up to three years before it goes on the shelf but it is worth the wait right?

Meanwhile check out this super cute video Benefit has on the science of flirting:

Benefit cosmetics can be found at Tangs Beauty Hall Level 1.

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