"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.
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