Introduction1

The brand chosen for this project is Benefit Cosmetics due to its unsustainable practices. The beauty industry is changing and adapting

to today’s trends and rules, and so should Benefit Cosmetics. Despite owning a curated communication strategy, the brand lacks being open to sharing an appropriate social and environmental responsibility within the market. In this manner, the project will include a deep investigation and critical analysis, both inside the brand and the industry, in order to propose an international expansion strategy, build brand equity models and integrate social responsibility.

(Benefit, Instagram 2020)

The main purpose of this paper is to develop wide research of Benefit Cosmetics’ business model and the beauty industry, so as to analyze their value proposition, practices, and trends. The information will be

supported by an internal and external analysis.

Benefit Cosmetics is a well-esta-

blished cosmetics company that has been succeeding since its inception. Otherwise, over the years it has been focusing on communicating happiness and beauty, but not their sustainable practices. This can be seen through all their communication channels, where their slogan “Laughter is the best cosmetic” seems to shadow its business transparency. Currently, Benefit Cosmetics is not categorized as Cruelty-free, since its products are tested on animals when required by law. In addition, the brand not only provides its products to mainland China, where animal

testing is mandatory for all imported cosmetics, but also is owned by the company LVMH, which supports not cruelty-free practices (Ethical

Elephant, 2019). its communication values in order to

fit into today’s beauty trends. Some of the trendiest in today’s beauty market are male beauty and care, gender neutrality, inclusivity, simplicity, and health and well-being.

In addition to sustainability, Bene-

fit Cosmetics should also restructure