Benefit Cosmetics revenues have tripled in past five years, and the brand is on track to surpass the $1 billion mark according to a Women’s Wear Daily report. Named ‘Genius’ for the first time in our Digital IQ Index: Beauty report among international heavy-weights Lancôme and Estée Lauder, the brand has combined savvy social media tactics and strong on-the-ground presence for domestic and international success.
On the day after Saint Patricks’ Day, Benefit delivered hangover cure packages to a handful of San Francisco residents who tweeted at the brand about their dire straits with the hashtag #LuckyBoost. Featured in our Intelligence Report: Instagram, Benefit is a leader with 11,900 posts with the hashtag #realsies promoting its They’re Real mascara. In China, Benefit is present on all major platforms and manages a community on online forum Tieba.
On the ground, Benefit has boutiques and brow bars globally that solidify its brand (tongue-in-cheek advertising of beauty products) and forge a connection with potential customers. It ads a social element to the experience by encouraging fans to post pictures of their new brows with the hashtag #benebrows to be featured on the site gallery. More than 12,080 photos have been tagged, showing how the brand involves fans in the promotion process.
While Benefit Cosmetics has robust e-commerce offerings, its success can be traced to strong social and brick-and-mortar. Another reason to be less skeptical about the two.