Benefit reviews its brand DNA to keep up with Gen Z

Benefit is plotting an update to its brand DNA as it looks to ensure it is relevant to a new generation of consumers more interested in inspiration than aspiration and amid growing competition from direct-to-consumer brands.
The beauty brand is currently “knee-deep” in the review, which has taken 18 months so far. Updates are set to include a change in colour to make the brand brighter and “streamline pink”. But Lou Bennett, head of marketing in UK and Ireland for Benefi