Benefit Cosmetics shifts social focus from sales to engagement

Benefit Cosmetics is shifting its digital marketing strategy to focus on engagement, rather than sales, and linking up its offline and online message as it looks to prove the beauty industry can be fun, rather than intimidating.

Video: Benefit’s recent Pore O’Clock campaign led to a 53 per cent increase in sales

Speaking to Marketing Week, Benefit’s marketing director Hannah Webley Smith says the brand previously hasn’t done enough to link its digital and experiential campaigns. However, it is now looking to “make the most” of its marketing budget by linking the two platforms to get across a message that the beauty industry, rather than being intimidating, can be fun.

Benefit also wants to engage more with its customers having previously used digital and social media as sales-led platforms. Webley Smith says the brand is changing focus to “act more like a friend”, encouraging two-way conversations and getting users to generate their own content.

“We have been growing at a phenomenal rate….but we forgot that we have a whole host of people desperate to be engaged by us. This year we want to make sure we lead in social and digital,” she says.

Webley Smith credits the success of the two campaigns it has already launched this year for the shift in marketing strategy. The first, “Pore O’Clock”, ran in January and encouraged users to get a make-up touchup at 4 o’clock at one of its counters.

That was the brand’s biggest digital campaign to date, helping increase sales of its Porefessional product by 53 per cent in the month, compared to the previous year. The second, “Brow Arch March”, has seen the brand have as many visits to its brow bar in the first week of the campaign as it would usually get in a month, with all money raised going to the “Look Good Feel Better” campaign.

Next up is a focus on its mascara in June and July to support a “very exciting” franchise extension and a partnership with Luna Cinemas to bring its products to people that attend outdoor cinema screenings. There will not, however, be any above-the-line campaigns or celebrity-packed ads.

“The phrase that makes everything hang together is ‘Making the brand famous’. This is not about ads or celebrities but making sure we are working really hard to amplify our message to customers and get them talking about what the brand is up to,” she adds.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here