FASHION Magazine

By Adriana Ermter

Don’t kick me!” exclaims Jane, glaring at Jean. “Well — answer!” demands Jean, a tiny, smug smile playing on her lips as she moves into position to kick Jane again. Luckily for Jane, Jean is wearing ballet flats.

“Oh, I don’t know. The most cherished item in my closet…” answers Jane, her voice trailing off as she becomes lost in thought.

We’re sprawled in Jean’s airy, bright, Benefit-memorabilia-filled office on Market Street in San Francisco, and it feels more reminiscent of hanging out in my best friend’s bedroom than conducting a formal interview in the workspace of a multi-million-dollar company. I’m sitting on a poufy couch and sipping a Starbucks, my head bobbing back and forth as though at a tennis match as I try to keep up with the banter between Jean and Jane Ford, the co-founders and co-creators of Benefit Cosmetics. Identical twins, Jean and Jane have been finishing each other’s sentences their whole lives, and working together for 32 of them. Besides being mirror images of each other, they share an effervescent passion for their work, incredible energy and the uncanny twin-ability to read each other’s minds. It’s impossible to know what’s going to happen next. Yet as unpredictable as they may be, one thing is certain: Jean and Jane know how to create successful cosmetic trends. So how do they do it?

“We make our own trends,” they respond in unison.

“That’s why you won’t see a neon-green eyeshadow. We focus on what will make you happy and radiant,” says Jane.

“We make products that make women smile and have a little bit of fun,” adds Jean.

“Every day is different. We never know what’s going to happen, what’s going to come out of my mouth or out of my brain,” laughs Jane.

Indeed. What began in 1976 as a whimsical, candy-striped makeup counter called the Face Place, selling tubes of lipstick for US$1.75 each, earned $300 million in sales in 2007. Benefit has become a cult beauty brand favoured by women in 25 countries, thanks to its solution-oriented, wacky-named cosmetic products, such as Dr. Feelgood, Ooh La Lift, Bad Gal Lash, Talk to the Tan, That Gal and High Beam. Benefit’s claim-to-fame item, Rose Tint — the first version of Benetint — was a pink-hued cheek-and-lip stain that was created in 1977 for an exotic dancer who wanted to add a little flush to her exposed nipples. Now, the Ford women are adding a new item to their 150-product line: B Spot ($42, benefitcosmetics.com), a fresh, light, sensual fragrance.

On par with Benefit’s quirky, spontaneous glamour, B Spot’s name intentionally pokes fun at sexual innuendo. The crazy packaging, with its nudge-nudge, wink-wink humour, is anything but ordinary, encouraging women to feel comfortable in their own skin. The fragrance is as frisky and joyful in scent as it is in name, with the overall message: Spritz it where you want to be appreciated. “Every woman has her own B spot — it could be the back of the neck, the inside of the elbow, the back of her leg—that she would like to bring attention to,” says Jean-Andre Rougeot, CEO of Benefit Cosmetics.

Sweetly sexy, the juice is composed of floral and fruity elements with top notes of freesia, mango, blackcurrant and tangerine. The middle notes offer up peony, apple flower, watermelon and white orchid. The base of the scent, with sandalwood, amber and marine, is where it gets its sexy, playful appeal.

“When I wear it, I feel very frisky,” says Jean.

“It’s extremely different,” adds Jane. “Especially that amber base note. It’s got a lot of seduction.”

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