The 'Beauty Stowaway Set' from Benefit Cosmetics uses social media influencers to remix its star products.
Benefit Cosmetics is know for its quirky, retro take on makeup. Its latest release features revamped packaging for five of its best-selling products. Benefit tapped five social media influencers (Nicole Guerriero, Manny Gutierrez, Laura Lee, Karen Sarahi Gonzalez and Jeffree Star) to be the faces of the newly designed products. These Internet celebs are individually known for their impressive makeup looks, tutorials and vlogs. By bringing these influencers on board, Benefit is tapping into the fan bases of these individuals -- fans who traditionally have an affinity for limited-edition and celebrity-branded products.
These influencers represent the interests of Gen Z and Millennials in an authentic and accessible way. Aligning the brand alongside these influencers with the Beauty Stowaway Set is a great way to generate sales for Benefit's star products while providing the influencers with more exposure.