The inspiration for the Benefit brand and identity are the Ford sisters who combine glamour and fun with a sense of humor; the film is a way of preserving their legacy. Glamouriety tells the history of Benefit and real stories of Benefit customers, inspired by Jean and Jane's "laughter is the best cosmetic…so grin and wear it". The film serves to inspire and delight all Benefit fans for years to come.
Shanghai was part of the world-tour and the goal was to create a memorable event of "Glamouriety" premiere for Benefit staffs and media in the history of Benefit. The set up at the Shanghai Pennisula Hotel was creative and fun and inherited the Benefit spirit. Founders Jean and Jane, the director of LVMH, director and managers of Benefit all flew in to attend the party. The event became talk of the Shanghai and China with extensive press coverage. With this success, the agency was also asked to host another private premiere for the Benefit staffs and media of Hong Kong.