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Global brands should leverage innovative tools across countries to increase their returns. Visual tools are particularly easy to scale; translating captions and redirecting to appropriate commerce channels can multiply the return on a guided selling tool. Benefit Cosmetics exhibits best use of this practice with its “Dilemma Solver” gallery available in the U.S., U.K. France, and Germany and featured in L2’s 2016 Digital IQ Index: Beauty Germany. Dilemma solver is a tongue-in-cheek guide to common beauty dilemmas like dull skin, oily skin, dark circles, and being in a time crunch. Each dilemma leads to a detailed page with a three-step routine that lists the recommended products, gives a simple, visual tutorial for application, and extra tips and tricks (e.g. get seven to eight hours of sleep, practice yoga). The emphasis on visuals – illustrating problems with exaggerated photographs and picture tutorials – makes cross border application possible.


True to Benefit fashion, the gallery is also a model in mixing content and commerce. All of the solvers recommend three or more products, which can be quickly added to the cart without leaving the page.

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