Eyeliner and chicken wings might seem an unlikely combination, but not when you’re Benefit Cosmetics. To celebrate the launch of its new liquid eyeliner, Benefit Cosmetics has opened a pop-up chicken shop in London where customers can get a winged eyeliner tutorial while chomping on some wings. The makeup brand has also jumped on an appropriately named hashtag #justwingit to share the action.
This isn’t the first time Benefit Cosmetics has taken a campaign to the streets. Its Browmobile – a pink Range Rover – toured the UK for three months in 2017 as the brand set out to establish itself as a leader in the brow grooming field. It paid off, as Benefit Cosmetics gained a 60% share of the UK’s £20 million eyebrow product market.
A social stalwart in Gartner L2’s Digital IQ Index: Beauty UK, Benefit Cosmetics complemented both events with social media campaigns. It’s the most active prestige brand on Instagram Stories and over indexes in its share of total interactions versus share of posts. Benefit Cosmetics owns a third of Instagram interactions, even though it accounts for only 10% of posts.
As consumers tune out of traditional marketing efforts, Benefit’s experiential marketing techniques can be a very powerful tool to raise brand and product awareness. Consumers increasingly want to be able to try out products and services themselves, rather than simply hearing about them from other people or commercials. Therefore, interactive brand experiences that evoke positive emotions are more likely to be memorable and lead to product purchases.