Benefit Cosmetics Branding and Product Packaging Cassidy Russo

Background Emerging digital branding Reputation for its unique packaging HQ- San Francisco “Shopping” Products Availability Ulta Beauty Sephora Online and Boutiques For those who don’t know what Benefit Cosmetics is, its is has become one of the most known high quality cosmetic brands, mainly for its digital branding and unique packaging. Benefit provides shopping products- medium research is done by consumers found on written or blogs reviews from youtube. Products are widely available

Company’s Value Bright and bubbly Younger women demographic Benefit portrays a bright and bubbly, or feel good brand especially from their packaging. Even their installations in stores are set up in a girly and creative products. It is very eye catching and gives a youthful atmosphere that women are always striving to be.

Digital Branding Interactions Very active reaching out to consumers 4 million followers Benefit portrays a bright and bubbly, or feel good brand especially from their packaging. Even their displays in store are set up in a girly and creative products. From facebook, twitter, instagram, pinterest, youtube and even linkedin, benefit has 4 million followers. They are always posting high quality pictures or interacting with followers to drive their bold and girly branding message.

Branding “Digital for us is central to building our brand awareness — it’s where our consumer spends most of her time” Claudia Allwood (US’s Director of Digital Marketing)

Branding Benefit is always active on their social media the article also talks about being active in places that you where you wouldn’t expect and get out there and try new things. Heres an example of one of their kiosks that really gets to your attention. Ive seen them especially in airports.

Branding Benefit goes out of their way to promote good body image and be a good example for how powerful women are. Here is an example of their use of twitter of promoting that.

Product Line Pore-Fessional Hello Flawless Hoola Benefit has a variety of product breadth. They carry brushes, lip products, highlighters, bronzers, mascaras, and primers all in different formulations and very diffferent packaging. With in their fun products, each have a clever name. with these names, benefit has also started to create small product lines. For example the pore fessional is a product line off the pun “professional” to prep and prime your face for those who have oily skin. The product line offers different formulations, but is represented with the same identiy of the fun graphics.

Product Line Benefit has a variety of product breadth. They carry brushes, lip products, highlighters, bronzers, mascaras, and primers all in different formulations and very diffferent packaging. With in their fun products, each have a clever name. with these names, benefit has also started to create small product lines. For example the pore fessional is a product line off the pun “professional” to prep and prime your face for those who have oily skin. The product line offers different formulations, but is represented with the same identiy of the fun graphics.

Unique Packaging Puff Off

Unique Packaging Roller Lash Display that high quality and luxury feel. The roller lash was advertised by this quirky ad. The packaging is even mimicking the products outcome with the handle being shaped as a roller for your hair to provide curl in your lashes.

Slogan Tongue and Cheek “Dew the Hoola” Many of their products have names that make us think twice such as “Dew the Hoola” in the Hoola Product Line. Their slogan and logo just makes their entire brand very cohesive and consistent. Their tongue and cheek names and gittiness their brand promotes us to have fun with getting ready and try new techniques. I applied for an internship for this company and one of their requirements was to have a sense of humor, so it is a really important quality to them.

Resources http://digiday.com/brands/benefit-cosmetics-guide-building-digital-beauty-brand/