In the cosmetics industry, there is one beauty brand which, for me at least, stands head and shoulders above the rest.
Image courtesy of jadeisabelle.com
With innovative products, interaction with customers, a loyal following of "Benebabes" and a seriously fun attitude, Benefit Cosmetics is one brand which seriously packs a punch in the beauty industry.
Launched in 1976 in San Francisco by twins Jean and Jane Ford, the brand started life as a beauty boutique, The Face Place. The relaxed, gossipy “beauty locker room” style interaction they had with their customers in this initial period has continued to run through their hugely popular range of cosmetics which has always had a tongue in cheek approach to humour. A prime example is the words of the founders themselves:
“If you don’t wear makeup, at least put on some lipstick. You may not have to look at yourself, but others do.”
There is something about this statement which heralds back to strong heroines of old movies – it is not intended to be a mean statement but is a display of tongue in cheek humour with a sassy edge.
The brand now has over 3,000 counters worldwide and some of their products remain top sellers in the industry. But what is it about the brand that makes them so special?
Their overall objective has remained unchanged for almost 40 years
Since launching their first product Rose Tint (now Benetint) in 1976, Benefit’s goal has always been the same, to provide instant fix solutions to their customers so that they can “fake it until they make it!” You won’t believe the story behind this now famous product, but it arose from a very particular problem, showing Benefit’s desire to help their customers, rather than just sell them what is trendy.
They create coveted cult products
Each year Benefit releases an advent calendar for Christmas, which is one of the most, if not the most, coveted and popular beauty products each year. Demand grows for the product, but they remain limited in stock. Limited means rare and rare means “I have to have it!” Rather than have a different idea for Christmas each year, they develop the same idea meaning people look forward to it.
They don’t try to reinvent the wheel all the time
Various products in the Benefit collection are old favourites, including Benetint, They’re Real Mascara and Bathina which have been sold for many years. Benefit makes no attempt to reinvent these items because they understand they are hugely popular just as they are. When they have a winning formula, they stick to it!
But they are still innovative..
The first Benefit Brow Bar opened in 2003, and the rest is history! Benefit were the first cosmetics brand to incorporate brow products and services into their beauty products and launched the Brow Bars so that customers could essentially use the counter as their salon. The Brow Bars are now hugely successful and are a unique service of Benefit. Very cleverly, by doing this, they also get their customer right into the products for a prolonged period without selling, selling, selling.
They develop strategic partnerships with other brands
Whether it’s teaming up with Citreon to develop cars inspired by their products or working with the infamous Sharknado movie creators, Benefit understand where they can fit in other markets, tuning into how brands can work in collaboration to the benefit of both partners.#
They interact with their customers
Few make up brands compare to the power of Benefit on social media. Any mention of the brand on Twitter is appreciated, usually with a named member of staff responding to any queries, suggestions or feedback. The responses are always full of enthusiasm and passion for the brand, rather than just a cold retweet. Any social media beneficial to their brand, Benefit are on it with them also amassing a large following through Periscope - live streaming Q&As and Beauty Tutorials to, on average, 2000 viewers.
They don’t promote an “ideal” image
Benefit rarely show images of real people in their promotion, instead opting for cheeky pin-up illustrations. Even when they do use real people, the messaging which goes along with this is always slightly self-deprecating and never takes itself seriously. They “They’re Real” promotion currently on their website is a prime example!
With so many images on various advertising mediums showing unattainable beauty, it is refreshing to see a brand go in the complete opposite direction, reassuring their customers that we are all just “faking it until we make it” and that we should have fun with makeup. Which leads me to the most important reason I love the Benefit brand...
They don’t take themselves too seriously
The company motto “Laughter is the Best Cosmetic” does not sell any of their products. It doesn’t scream at customers to buy their products and their lives will be better. It doesn’t promote an image of luxury. It doesn’t even say what they do!
But what it gets across is so much more powerful - that cosmetics are not something to be taken too seriously. That people should have fun with makeup and see the joy in experimenting with it. That beauty can be enjoyed by everyone.
What do you love about Benefit?
Love Nicola x
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