Blog-Resize (15)Benefit Cosmetics’ new beauty innovation “they’re real! push-up liner” (an eyeliner with supposedly revolutionary properties) is set to launch on June 27. The cosmetics company is giving a number of Benebabes early access, if they are willing to sign up with an email account and wait in digital line. The campaign has a dedicated microsite that displays each user’s place in line and hosts video ads and tutorials.


The site has a gamification element integrated with social sharing. Users can watch any of the videos to jump ten spots ahead. Sharing on Twitter and Facebook bumps them up as well. Once in front of the line, they receive an email and have 48 hours to purchase the push-up liner. As of today, 6,698 benebabes are waiting.


Benefit, ‘Genius’ in our Digital IQ Index: Beauty, has been extremely innovative in driving and showcasing user-generated content. It delivered post-Saint Patricks’ Day hangover cure packages to a handful of San Francisco residents who tweeted at the brand about their dire straits with the hashtag #LuckyBoost. The brand was featured in our Intelligence Report: Instagram for best use of hashtags; 11,900 Instagram photos of eyelashes had been tagged with Benefit’s #realsies hashtag at the time of the study. All of this social media innovation has paid off in the form of revenue tripling in the past five years.

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