038: Benefit Cosmetics Perfects Pop-Ups & Activations

Benefit Cosmetics is a marketing force! It’s known for its out-of-this-world marketing stunts and pop-ups. Today the brand generates $633 million in revenue, with 3,000 BrowBars and 85 boutiques across 59 countries in 5 continents! But did you know the brand was started based on a coin toss by twin sisters? It was between a makeup shop and a casserole cafe. Thank goodness they didn’t go with casserole!