Benefit Cosmetics is never far from a fashion or entertainment event, but this week, the global makeup brand hits the red carpet in its biggest way yet.
Tonight, during the Tribeca Film Festival, the company will make its silver screen debut with a full-length feature film that tells the story of Benefit and its founders, twin sisters Jean and Jane Ford, who launched the company in 1976. Benefit commissioned Omnicom Group's DDB & Tribal DDB in San Francisco to create the movie, called "Glamouriety."
Although not an official entrant in the festival, the film received endorsement from Tribeca and will be screened at a special showing. It was created in the style of a retro variety show, and is presented in the form of animated shorts and musical numbers. It was conceived and produced in conjunction with LEGS in N.Y. and Mr. Hyde in Paris.
The colorful tale includes a cross-dressing farmer (one of Benefit's first customers), a spoof of a medical show drama inspired by best selling product Dr. Feelgood, and a sketch titled The Glam Gospel, featuring Reverend Gloria, a beauty evangelist who performs makeover miracles. All the while, "Glamouriety" weaves in stories about the brand's best-known products, like Benetint, the lip and cheek stain that was concocted for an exotic dancer who wanted her nipples to look rosier.