Bold is indeed Beautiful!

Held throughout the month of May, Benefit Cosmetics’ Bold is Beautiful project, a philanthropic campaign, was supported by Singapore Women’s Weekly and benefitted Aidha!

Written by: Danielle Sim

Aidha ambassadors – from middle: Merry, Wiwik, Norma and Joy –  with Ida Supahat, Aidha’s Communications Manager (1st R)  receiving the cheque from Benefit Cosmetics Singapore

The Benefit Cosmetics Bold is Beautiful fundraising project was a huge success! The $59K raised was divided between Aidha and UN Women’s Girls to Pioneers programme.  Aidha’s  portion of the proceeds will be used to fund Aidha’s programmes for students to improve their financial literacy skills.

Benefit Cosmetics also held an official consumer launch at ION Orchard’s Benefit Brow Bar outlet on 28 April 2016, attended by about 50 Sephora black card members. Sephora was one of the retail partners of the project, and had promoted the cause on their social media accounts. During the consumer launch, the attendees supported the Do Good Feel Good campaign, a project nested within the larger Bold is Beautiful project, by posting monochrome shots of themselves with the hashtag #boldisbeautifulsg and writing about what beauty meant for them on the “Bold is Beautiful” wall located in Sephora.

Benefit Cosmetics team presenting Bold is Beautiful campaign to Sephora customers

Thank you to all of the participants who promoted the campaign,  to their friends and family. And especially ‘thank you Benefit Cosmetics Singapore‘ for helping empower our students with your very generous contribution.


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