Benefit Cosmetics and Starbucks Team Up for a Friendly Venture

By: Jana Pijak - Jan 20, 2016
References: reveal & thedrum
Benefit Cosmetics and Starbucks are joining forces to launch a collaborative #bestfriends campaign while offering free coffee and makeup samples to Benefit boutique locations. Launched across the UK, this partnership appeals to female millennial consumers with a love of makeup and coffee.

While Starbucks is one of the most influential brands to target millennial audiences, Benefit Cosmetics is known for its playful marketing approach that includes vintage graphics and a vibrant brand identity. This joint Benefit Cosmetics and Starbucks partnership celebrates two iconic rituals that women practice at the start of each day -- a morning cup of coffee and the act of putting on makeup.

Boasting samples of both new makeup products and Starbucks coffee, the #bestfriends campaign invites participants to collect a limited edition coffee sleeve that they can redeem at their local Starbucks for a 2-for-1 drink offer. Those visiting Starbucks locations can collect a branded coaster that is redeemable at Benefit boutiques in exchange for a free makeup sample.