Behind the Brand of Benefit Cosmetics: The Ins and Outs of Building a Business | Online

About this event

Have you ever wondered how a successful company got its start? We're taking you inside the story of one of the top global beauty companies. In a small studio in the Mission District, "The Face Place" aimed to make just $33 upon launch. Today, the company we know as Benefit Cosmetics is a multi-million dollar company, selling beauty products in over 40 countries.

The team behind Benefit has built a beloved brand, known for its quirky attitude and creative approach to naming products. Join us for a fireside discussion with Global Beauty Authority Annie Ford Danielson, as she gives actionable advice on how to develop product identity and attract new consumers. She'll also highlight how technology has changed the beauty landscape and what she sees for the future of the industry.