Improvements for Benefit

In my opinion Benefit Cosmetics is an ethical company, from not testing on animals to recycled packaging. However like any company improvements can always be made.

One way Benefit could improve ethically is by helping other company's by sharing them their methods in which they test their products. This would benefit Benefit because it would give them a good reputation when it comes to people's views and opinions of the company. If they reveal there methods to other customers they will get credit for this. 

Another suggestion is to make sure the products are efficient in terms of what is actually in them. For example it needs to made clear on the packaging what is in the foundation. Incase their is any allergies or even they are against what is in the product. If everything in the makeup is efficient then this shouldn't really be a problem.

Some people may see it as bad if Benefit give other companies their methods of testing. However there are many benefits to it and contributing to the companies ethical behaviour. If everyone begins to not test on animals it will generally be a better society. As there is not a worry on whether or not the products are ethical or not.

Loreal state that they do NOT test on animals. However the company they buy there products off test on animals. So technically themselves as a business do not test on animals, so this play on words can manipulate the customers. 

The Stakeholders Within Benefit....

CUSTOMERS

The customers of benefit are an important stakeholder for Benefit quite clearly because without them they won't be the succesful global cosmetics brand they are now. The customers care a lot about the safety of the products because they are the people that pay to apply them to their face. The customers want good quality products at affordable prices. With serious competition in the cosmetics branch Benefit need to give their customers reasons to choose them over any other. 

As a business Benefit need to ensure they dont cut corners when manufacturing and selling their products.  For example they must be completely honest and trustworthy to their customers so if the wasted products are just desposed, the customers need to be aware of this because it could put some people off purchasing ther cosmetics. If the company acted completely ethically they wouldnt have to worry about people finding out. 

SUPPLIERS

The suppliers are most obvously a big attribute to Benefit Cosmetics. They are responsible for how the products are producedb and ensuring that they are safe for customers use. The businesses have to form relationships with the suppliers so that they can get good offers and reliable service.  Ethically, the suppliers need to give Benefit reasons to choose their resources over other companies, so they need to ensure their products do appeal to the target audience in terms of what is in the supplies. If the supplies have tested their products on animals and the actual Benefit Cosmetics Company hasn't, this will manipulate the customers into buying the products as they are convinced that the products are eligible as Benefit state they do not test on animals themselves.

ENVIRONMENT

The environment clearly play a big part in any business, but exceptionally important within Benefit Cosmetics. Benefit should make their products and packaging recyclable, in today's society recycling is a big thing and almost every product can be recycled and re used. By doing this they will attract everyone, not only the people who care about recycling and only buy products if they're recyclable but also people who don't really care about recycling. 

Benefit Mission Statement & Aims and Objectives

Benefits popular mission statement is... 

"To guarantee safe, high quality products for our customers."

One of Benefits main aims is to be GLOBAL. In 2006 Benefit stated they wanted more design and control to emphasis global expansion within the business. Now, in 2015 I belive Benefits pastel packaging has attracted more and more customers globally. This is ethical because if the products are packaged appropriatley but in an eye catching way it will attract a larger target audience. If the packaging is offensive to a certain person this may ruin the companys reputation and the brand could find themself with serious concequences. 

Another objective of Benefit is too "Rebranding Benefit Cosmetics at a lower price". This is because lots of makeup brands can be seen as over priced. Benefit want to be a better quality brand than maybelline, but cheaper than Chanel or Yve Saint Lauren. This is what will attract their target audience, which is females at any age who want to define their facial features in a safe, hygienic way. 

"Brand Extension of Benefit Cosmetics Boutiques" This is another objective for Benefit. They wish to expand thier brand in terms of products, customers and stores. Like stated above they are now a global company, but their is still room to expand. In order to expand they need to ensure all their products are completely safe to use. For example, some companys use animals to test their products and this could seriously offend characters that are against this so they need to be notified if they do test on animals.

Is Benefit Cosmetics ethical?

Benefit Cosmetics are an award winning makeup brand, which is gradually becoming world wide. Through research there are many different things that suggest whether Benefit is ethical or not. 

On the FAQ page on the Benefit website, one of the questions asked is:

Do Benefit Cosmetics test on animals?

Their responce to this question was that they do NOT test on animals like other cosmetic brands. They explain how they are completely against testing on animals and the reason why they dont say that the products arent cruelty free as they think is provides un clear explanation to their possible customers.  They state on the website that they have invested in their own department internally to test raw materials to make sure the quality of their products are satisfactionary for their customers. This is ethical because they will have a wider target audience if their products are not tested on animals because generally more people are against cosmetics being tested on animals. 

This artice shows how this popular cosmetic company was fined back in 2006 with $350,000 because of the hazadourous materials via aeroplace. This is not ethical because this is a dangerous procedure and without permission it can decrease their population by a great percentage. 

Benefit cosmetics headquarters are located in California.

 It was founded by twins named Jean and Jane Ford.

Founded in 1976

It is now a subsidary of LVMH.