BENEFIT COSMETICS

Written on: Monday, March 21st, 2016

Kemosabe Strategy Director Irv activated a social and experiential campaign for beauty and cosmetics brand Benefit Cosmetics. Positioning Twitter powered vending machines in two areas around London; near the brand’s global flagship boutique on Carnaby Street and in the Malmaison Hotel, London, these vending machines contained the UK’s number 1 premium primer *source NPD ‘The POREfessional face primer’ – used to minimise the appearance of pores, and also the brand’s instant oil-blotting stick ‘The POREfessional: License to Blot’ – which is the latest addition to the POREfessional family. When consumers reached the Twitter vending machine, they could then use a specific hashtag on Twitter and would be rewarded with a small tester of the product. The campaign delivered not only surprised and delighted the consumer public, but also increased brand awareness and social engagement for Benefit Cosmetics to an unprecedented level.

We worked with Benefit Make-up to produce a social experiential activation at their flagshop store in Carnaby Street London, alongside a scaled down semi-permanent activation at Mal Maison hotel. Drawing on their #POREMERGENCY platform, we produced a twitter powered installation which allowed consumers to ‘break the glass in emergency’ via twitter. Using a dedicated hashtag consumers could send a message to the machine, which activated an animation of the glass breaking and the machine to vend a sample product.

Kyra Oates – Head of PR & Events at Benefit had this to say: ‘The team delivered a great campaign on time and within budget for Benefit. The campaign was delivered to a high standard and the results really exceeded our expectations’