Hi, my name is Diana Bishop and I am a Benefit Cosmetics addict. This is my story.
I’ll admit I’m not what you would typically dub a “girly girl” and so I’ve never been one to cake on pounds of makeup, let alone spend a large sum of money on beauty products. And while smothering my cheekbones with rosey powder still isn’t my style, I just can’t seem to end my bi-monthly trip to the Benefit Cosmetics store where I empty my wallet for a handful of my favorite products.
While I could just as easily buy the same products—like mascara or eyeliner—at the CVS conveniently located down the street from my house, I’d rather make the 15-minute trip to the next town over to visit Benefit’s location. What’s more, if I simply bought my products at a pharmacy I’d spend significantly less money, as Benefit’s items are notoriously pricey.
Logically, it makes no sense for me to buy these expensive beauty products, but the first time I entered the Benefit store, which was decorated in hot pink and turquoise and blasting fist pumping music from its speaker system, I was hooked on something much more impactful than the products—the experience.
Ever since I got my first taste of the Benefit experience I can no longer bear the thought of purchasing even my most minimal makeup necessities from another store because I won’t be exposed to the same energetic atmosphere and culture. And while I know sales associates are simply trying to up sell their products when they lure me into trying out things like their new line of purple eyeliner, they understand my needs as a consumer and how to communicate with me in a way that makes me think, “Hmmm…maybe I do need purple eyeliner today.”
But the Benefit experience transcends its physical store locations into the digital realm as well. Its Instagram is chock-full of cheeky posts (“The only thing we throw back on Thursdays is a glass of wine…”) that speak to much more than just its beauty products but to the personality and interests of its target consumers as well.
In addition, it employs a multichannel marketing strategy that includes tactics such as email marketing, blogging as well as more youth-targeted channels such as Snapchat and the previously mentioned, Instagram. Through these channels the brand can effectively promote new products, engage new consumers, retain existing ones and strike up conversation with its audience through a multitude of avenues.
But not every business provides a brand experience as expertly as Benefit. The No. 1 reason why this particular makeup brand is so successful in creating an all encompassing customer experience is its dedication to brand consistency. Every asset from its in-store girl-power essence to its unique blogging and social media voice, illustrates the same values and personality.
And there you have it, the story of how Benefit Cosmetics successfully engaged me as a consumer and won my undying loyalty. Which reminds me… I’m running out of my favorite face lotion. Time for a trip!
Whether skydiving in Interlaken or free falling into hot oil pizza from Colony Grille, Diana Bishop knows a thing or two about adventure. After graduating from Keene State College with a Bachelor’s Degree in English, she has used her experiences while studying abroad in Barcelona to inject fresh perspective into her work at Content Boost. Admittedly “artsy” by nature, she enjoys painting and drawing whenever she has free time on her hands. Before she joined the team at Content Boost she organized promotions and wrote commercial copy for iHeartMedia, a global entertainment and media company.