Benefit Cosmetics (also known as Benefit Beauty) is a brand of “high end” makeup, founded in San Francisco by sisters Jane and Jean Ford in 1976. Benefit products can be found in makeup stores, such as Sephora and Ulta, or ordered online through their website. Benefit is known for their branding and packaging – it has a very vintage feel to it, lots of pinks, and fun, colorful advertising. Benefit products come at a higher cost than other makeup brands, but ask anyone who uses makeup; you get what you pay for. If you pay more for a makeup product, it is highly likely to be of better quality. I can vouch for Benefit products (their “they’re real!” mascara has gotten me many compliments on my lashes when I have used it). They are of great quality, and sold by a brand that truly seems to care for their fans/customers, which can be noted when browsing through their various forms of social media. They interact, they post often, and they get their brand out there.
Social Media Presence Overview
Analysis and Evaluation
On Facebook, Benefit has 5.9 million likes, beating out many other fellow makeup brands, including fellow high end brands such as Too Faced and Urban Decay, and even extremely popular, more affordable brands, such as Maybelline and Covergirl. Benefit does a lot of promoting on their Facebook page. A majority of their posts are text with pictures, typically of their products, and they post a few times a week. They also do frequent live feeds in which fans can watch a live demonstration of a makeup look, a product being tested, etc. Deals that can be found on their website are featured on their Facebook so fans are aware of sales. Whoever is running the Benefit Facebook page is doing a great job of interacting with fans, as Facebook notified me that they are “very responsive” to messages. They keep up with the comments on their posts and reply back to many fans there, too. If customers comment with complaints, it seems like they try their best to reach out to the customers and improve their experience.
On Instagram, Benefit possesses 6.5 million followers, which does not beat out Too Faced and Urban Decay this time (both have over 8 million followers), but still manages to beat out Maybelline and Covergirl. Benefit is very active on Instagram. They currently have 4,274 posts, and they typically post several times everyday. I didn’t see many videos posted on their feed, but lots of pictures, including some of their products, and some of makeup artists who did looks using their products. They also post the occasional quote every now and then. While they don’t seem to be as interactive with fans here as they are on Facebook, they do tend to reply to questions asked by fans in their comments.
On YouTube, Benefit is not as popular, having only 151,747 subscribers, a pretty low amount compared to the followers they have on other social media. However, despite their rather low following, Benefit does appear to be active on YouTube. They upload around 2-5 videos per month, which I would say it fairly average for any YouTube channel. Plus, their videos are edited to perfection, so I’m assuming that putting one of their videos together takes a good amount of time, and they would rather focus on making one video look perfect than posting a bunch of poorly edited ones. They have their videos nicely organized under several different subheadings, including
- Hot Stuff: What’s New & Trending at Benefit
- Instant Beauty Tips & Tricks
- 5 Minutes to Flawless
- they’re real! mascaras & eyeliners beyond belief
- Laughter is the Best Cosmetic!
- Friends with Benefit
- About Us: #LifeatBenefit
There is no way of knowing how many Snapchat “friends” one has, but Benefit does leave their story open to the public, meaning it’s not set on private. If you add them as a friend, they do not have to add you back in order for you to see their story. Benefit uses Snapchat as a means of showcasing their makeup. Employees of Benefit take over their Snapchat to share makeup tips and tricks, and also share snaps of people doing their makeup/getting their makeup done. Benefit posts to their Snapchat story everyday, just some days more than others. For example, they had quite a long story up on Mother’s Day, featuring “Bene-babes,” or people that help to promote the company, interviewing their mothers and asking them what their favorite Benefit products are. There is also no way of knowing how often Benefit interacts with fans via Snapchat, but judging from their stories, they like to post often and that is a good way of keeping fan attention.
I may be biased when it comes to Twitter, since it is my favorite social media site, but I am especially biased when it comes to Benefit’s Twitter because it’s so pink (which is my favorite color)! Benefit’s Twitter is really visually pleasing to me, so I want to give a shout out to whoever is running it. Benefit has 824.7 thousand followers. Here, it beats out Too Faced, Maybelline, and Covergirl. Their tweets mostly contain words and photos, with a video here and there. They tweet/retweet a couple times per day, but this is perhaps the social media site that they are most interactive with their fans on. I’m pretty sure they reply to all fan and customer tweets, no matter if a fan is complimenting, complaining, or showing off their makeup – Benefit is replying back to all of them. And not only are they replying back, but they are so nice…it makes me want to tweet them!
Benefit is using social media to their advantage. They are marketing, promoting, demonstrating, interacting, you name it, and they are using social media to help them. Most people in the world use social media in some form, whether they have all these types of accounts like me, or only have one or two. Benefit has recognized that social media is a benefit to them (sorry, I had to), and it’s surely getting them even more fans everyday.
Benefit has a similar look across all social media, proving that their branding is important to them. All their social media contain similar posts and similar color schemes. I didn’t find them in any hot water when it came to Googling them and researching their digital footprint. When you Google them, your results are links to all their social media accounts, places you can purchase their products, and articles reviewing their makeup. They keep a clean image, which makes them a standout in the world of makeup brands, which can be a difficult world to shine in. There are so many brands of makeup out there, that it is hard to break through and become a big name. Benefit has been around long enough and the company has had so much experience, that their social media image is exactly what I would expect from a company of such quality – it is reflective of how hard they have worked at building their brand.
Commendations and Recommendations
If we had to give a grade to these companies/celebrities in terms of their social media, I would give Benefit an A. They have a solid social media presence. All of their accounts are visually appealing, eye catching, and attention grabbing. I think that even if you are not into makeup but stumbled upon their Instagram feed, you would still find yourself browsing through their posts. They do an acceptable job of interacting with fans, which is crucial as a brand to keep your customers satisfied. In terms of what I think they could do better, I think they should put more focus on their YouTube, and try to build up more of a following there. More videos would be a good start, maybe try to get more celebrity spokespeople to film videos for their channel. If they could get a celebrity spokesperson, I think it would do great things for them. As of right now, they do not have one, and are doing just fine, but having one could give them even more of a push in the right direction. I cannot think of much I would do to improve their social media presence and digital footprint, as their all their social media looks polished and their digital footprint is a great representation of the brand. I think they need to just keep doing what they are doing – making high quality products, and marketing them on all platforms of social media.