Barely a month after its first Texas store opened at the Plaza at Preston Center, Benefit Cosmetics is expanding. A second location is slated to open in July at 5760 Legacy Dr., Ste. B11, at the Shops at Legacy in Plano.
Lisa Edwards, Benefit’s vice president of boutiques, could hardly contain her excitement about it at a recent VIP launch party at the Plaza store. In fact, she’s pretty stoked about the brand’s expansion in Texas as a whole.
“Benefit will open many boutiques in the state of Texas,” she says, adding that there will be additional outposts in Dallas and Fort Worth, as well as Houston.
The Plano store will be a lot like the one at the Plaza at Preston Center, offering the full assortment of cosmetics (including the beloved Benetint), signature Brow Bar, bronzing and waxing. Edwards says the Shops at Legacy is a good fit for the brand.
“Legacy has a welcoming neighborhood feel, from the local shops to the larger brands scattered throughout the plaza,” she says. “It is a place where women can come and get everything on their list in one shot. This is similar to locations that we have all over the country.”
Edwards adds that Dallas was the obvious market to launch Texas. “When I think of a Dallas woman, I think of someone who stands out in a crowd for her confidence and the way that she always looks put together, from her makeup to her clothes. That’s what Benefit is about — being bold and confident in every situation.
“So what better place than Dallas to have our first Texas location, where we know that Benefit is a perfect fit for every woman? Benefit’s motto of ‘Laughter is the best cosmetic’ is very much the Dallas woman.”