Benefit Cosmetics is the UK’s leading prestige makeup brand and the #1 brow brand worldwide*. With over 3,000 BrowBars and 6,000 retail locations globally, Benefit is a fast-growing beauty icon known for playful innovation, cult-favorite products, and loyal customers. Benefit Cosmetics is part of the world’s leading luxury products group, LVMH.
Benefit Cosmetics Increases Revenue per Email by 40% With Personalized Launch Campaign
+
50
%
Click-Through Rate
Launch emails vs. other email campaigns
+
40
%
Revenue
Launch campaign vs. similar emails
+
1.7
p.p.
Click-Through Rate
percentage points increase on Launch campaign vs. global retail benchmark
Challenge
Benefit Cosmetics decided to discontinue its previous range of blushes and launch an entirely new range of products: “Blush.”
To communicate this opportunity properly, Benefit decided to run an omnichannel campaign with multiple stages: pre-launch, launch, and post-launch. The brand also wanted to make it personalized.
Benefit knew it was facing some potential challenges with this plan:
- Omnichannel campaign = risk of misaligned channels. Benefit needed to figure out how to orchestrate all its channels (in this case, email, lead generation, and weblayers).
- More stages = higher chances for chaos. With multiple stages of the campaign being communicated via multiple channels, the chances of the wrong messaging at the wrong time increase.
- Personalization = additional complexity. Benefit decided it wanted to use its customer data to personalize the content.
Solution
Benefit decided to deploy a personalized omnichannel launch campaign, which combined email, lead generation, and weblayers. To orchestrate a top-notch omnichannel campaign, the brand tapped into the partnership between Bloomreach and Mailgun by Sinch.
Here’s how it worked:
- Customer segmentation. Using Bloomreach Engagement, Benefit segmented its customer audiences into previous buyers, VIPs, and customers who opted in for the waitlist
- Autonomous personalization. Bloomreach’s agentic AI-powered platform ensured that every touchpoint in the campaign was tailored to each recipient.
- Then, the campaign was split into three sections, each with a different objective
- Pre-launch: driving launch awareness
- Launch: recruiting new customers
- Post-launch: supporting sell-through
- Pre-launch = email marketing. Four pre-launch emails were sent to set the scene for the campaign. Goal: drive excitement and push people to sign up for the waitlist.
- Launch = customer journey orchestration. To recruit as many new customers as possible, each step of the customer journey was measured and insights were used to personalize the next campaign touchpoint.
- Post-launch = custom reporting and analytics tools. Instead of relying on complex business analytics tools or Microsoft Excel, Benefit’s marketing team was able to report on end-to-end success. They attributed leads and orders to the right channels thanks to our all-in-one solution, and could make an educated decision on where to invest to optimize future campaigns.
“The dashboards and ability to create reports were really handy for us. We were able to create reports based on shade and see where each shade ranked in real time, as well as all of our other desired results — in one place.”
— Amy Del Pizza, CRM Coordinator, Benefit Cosmetics
We are always looking to drive launch awareness, recruit new customers, and support our D2C site through our CRM capabilities and the campaign has definitely been a great success for Benefit. With the dashboard and analytics we have access to, as well as the reports and segmentations we can create, Bloomreach has helped us see the products that are performing best so we can optimize accordingly. Because of that, we’ve seen all of our blush sales skyrocketing versus what we saw a few months prior.
Amy Del Pizzo
CRM Coordinator, Benefit Cosmetics
Results
Overall, the Blush Launch campaign’s metrics were overwhelmingly positive for Benefit.
- 10.10% average click-through rate for the customers who signed up for the waitlist — a direct result of Benefit’s efforts and the real-time segmentation capabilities of Bloomreach Engagement.
- And, by using data-driven insights to inform each subsequent touchpoint, Benefit has seen:
- 50% higher click-through rate compared to the brand’s campaign average
- 40% revenue increase from Blush Launch emails vs. other campaigns that year
- 1.7 percentage points higher CTR than the global retail average
“Bloomreach has helped us see the products that are performing best so we can optimize accordingly. Because of that, we’ve seen all of our blush sales skyrocketing versus what we saw a few months prior.”
— Amy Del Pizza, CRM Coordinator, Benefit Cosmetics
*Source: The NPD Group. Unit Division Sales of Total Prestige Blush Segment for 2021, January to December. Please email [email protected] for more details.
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