This year has seen brow cosmetics reach a enormous height of popularity which translates into the industry itself as retailers meet the growing demand from consumers. Benefit Cosmetics is at the forefront of that consumerism thanks to a wildly successful product campaign that began in May.
Based around a collection of eyebrow products, it involved over 90 influencers which resulted in nearly 850 total posts leading up to June 24. This comes in addition to a digital influencer event in Las Vegas coming six weeks prior to the collection’s launch as well as a heavy presence in ads on Google searches.
“We knew we were announcing [the launch] early with the big influencer trip, but also knew we had to sustain excitement and buzz knowing that we weren’t going to have the collection for sale until late June,” stated senior vice president of U.S. Marketing at Benefit, Nicole Frusci. “That’s a really long time to keep people excited, especially in a time when people want instant gratification.”
The collection consists of eleven total products, six being newly introduced, three repackaged for the collection and two, the Speed Brow and Instant Brow Pencil, were rebooted from former retirement. The new offerings consist of the Browvo Conditioning Eyebrow Primer, Goof Proof Eyebrow Pencil, Ka-Brow Eyebrow Creme-Gel Color, My Brow Eyebrow Pencil, Ready, Set, Brow Clear Brow Gel and 3-D Browtones Eyebrow Enhancer.
Given the success and popularity of the collection before even being available to the public, one thing is clear: using mainly digital and social media-based advertising works today for cosmetics. Benefit may not be the first to do so, but the notoriety of their brow products in this collection shows one of the best scenarios applied for the method.
The total collection ranges in price from $24 to $30 per item and is available now select Macy’s locations, Sephora, Ulta Beauty, Benefit locations and at the brand’s e-commerce site benefitcosmetics.com.