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.
Key Themes Behind This Trend
- Social Media Influencer Marketing
- Brands are partnering with social media influencers to leverage their fan bases and generate sales.
- Limited-edition and Celebrity-branded Products
- Consumers, particularly Gen Z and Millennials, have a strong affinity for limited-edition and celebrity-branded products.
- Authenticity and Accessibility in Beauty
- Consumers want beauty products that are aligned with their values and are easily accessible through social media influencers.
Where This Applies
- Cosmetics
- Cosmetics companies can collaborate with social media influencers to create limited-edition and celebrity-branded products.
- Marketing and Advertising
- Marketing agencies can help brands develop and execute social media influencer campaigns to promote their products.
- E-commerce and Retail
- Online retailers can leverage the popularity and influence of social media influencers to drive sales of beauty products.
