Benefit cosmetics are a familiar presence in the beauty hall of any department store you enter. Quirky named products such as 'POREfessional Primer', 'Boi-ing Concealer and 'They're Real Mascara' come with packaging to match the unique and original product names.
I first became familiar with the brand when I started working as a Fragrance Consultant in Debenhams, Ayr. I had of course seen the products before but knew little about them. Working in Debenhams gave me the opportunity to not only learn a bit about them but more importantly, to try. They are now one of my favourite brands with several of the products now staples in my make up bag. CORALista Box o' Powder and They're Real mascara are my two favourites.
In 1976 twin sisters, Jane and Jean Ford, opened a make-up shop in San Fransisco called The Face Place. After selling their first bottle of 'rose tint' which we know better today as Benetint, the grew their business into one of the leading make up brands we know better today as Benefit.
In 1998 the website 'Benefitcosmetics.com' went live. From there, Benefit has grown their digital media incorporating marketing strategies.
In July 2010, Benefit launched their own blog accessed through the company website. The first post was promoting their 'Smokin Eyes' Eye and Brow make up kit which is still a top seller amongst their line. The whole concept of their digital presence appears to be about engaging with their customer. The blog posts include everything from new product launches to what the company employees at Benetowers (Benefit's Head Office) are up to and let the public interact by posting comments.
'How to' videos are provided via links when viewing a product detailing how it should be
Benefit also has media presence in all social networking areas. Facebook, Twitter, Instagram, Pintrest. All with thousands of followers. The brand grasps the attentions of its consumers driving sales through sharp and intelligent marketing.
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