It seems like everyone has some sort of social media channel today, whether it be a person, a company, a brand, or even a dog (seriously!).
Social media has allowed companies to interact with their customers in a different way. This has brought around some wins and, of course, some fails.
Overall social media has been beneficial to many industries and some have simply flourished with the growth of each channel. Perhaps one of the most successful in implementing social media into their identity is the beauty industry.
The beauty industry is a visual one. So many companies have really taken the visual aspect and worked it together beautifully with the personality of their companies. One has really set itself apart in the eyes of the beauty world and its followers: Benefit Cosmetics.
Benefit has been around since 1976, the company was started by Jean and Jane Ford and has thrived ever since. Benefit is known for their colorful and often times sassy packaging and products.
How are they killing the game?
Benefit has effectively blended the sassy personality of their brand, the colorful charisma of their products and the behind the scenes looks at their company. Not only is their personal content on their channels amazing, but the relationships that they build with their fans and followers is something that all brands should strive for.
Benefit makes it a habit to interact with their followers. It is rare to send a tweet or tag a picture on Instagram that doesn’t garner some sort of response from this huge global brand. Benefit also makes a practice of displaying and promoting great work that their followers have created with their products. Whether it is a great wing using their innovative liner, or a set of eyebrows that is totally on “fleek” after a visit to the Brow Bar, they will let you know and sometimes even share your photo on their channels.
Benefit “slays” the Twitterscape by bringing their bold personality into each tweet! Check out of a few of their most recent. Benefit isn’t afraid to color outside the lines when it comes to their brand and voice!
Not only are they winning at Twitter on daily basis, Benefit’s most visual channel, Instagram, is a beautiful representation of the words aesthetically pleasing. The photos are bright, high resolution, simple and beautiful. The entirety of Benefit’s Instagram embodies the colorful charisma of their brand. Benefit embraces the different side of the beauty world, whether it is guys wearing makeup or cutting-edge products, they are not afraid to be different and encourage their followers to do the same.
One of the biggest social media channels in the beauty world is YouTube. YouTube has quickly become a haven for professionals and enthusiasts in the beauty realm. There are billions of beauty related YouTube videos, and the amazing thing is most of them are not created by brands. Beauty “gurus” have quickly taken over YouTube as a channel. Benefit has done a great job of not only competing with brands that are trying to make their mark on YouTube, but they have worked to integrate these gurus (who have millions of followers) into their own channel and hold their own in the world of YouTube.
Check out Benefit’s new campaign featuring beauty gurus Dulce Candy (2,116, 131 followers) , Nyc Dragun (112, 717 followers), Nicol Concilio (193, 152 followers) , and Tess Holliday a well know plus-size model.
Give back with the power of a brow! During the month of May, every dollar from EVERY brow wax at a Benefit boutique, Macys Benefit BrowBar or Belk Benefit Br…
Finally, Benefit has made the leap that many companies are making to Snapchat (BenefitBeauty), which provides an even deeper look inside the world of Benefit. Behind-the-scenes looks, chatting with beauty gurus, contests and daily office life. Their story is a must follow for all the beauty lovers and social media enthusiasts.
While Twitter, Instagram, YouTube and Snapchat seem to be the fan favorites. Benefit has completely covered their bases in the social media game and have amazing accounts on LinkedIn, Facebook and Pinterest!
Benefit is a great display of what a dynamic social media strategy looks like for not only a beauty company but all companies and industries. They have created a strong brand and compelling voice that has been successfully applied and appropriate for each for channel they utilize.
Written by Cheyenne Cameron-Pruitt, Digital Media Director