Fuelling the growth by finding solutions for the myriad of brow challenges, Benefit cosmetics launches a nine-product line-up. Playing on the theme of magical transformations and the special power of the wands, the beauty press launch took on the life of a magic show.
Beth Glancey, General Manager, Benefit cosmetics introduced Sydney’s beauty media to the all-encompassing brow collection with a guest appearance by Danessa Myricks – Head of Product Innovation (see the latest issue of esprit Magazine for the in-depth interview), who works her magic from the head office in San Francisco.
With 23% of women currently using a brow product, Benefit’s latest survey shows that some 80% will be using a brow product within five years. “For two reasons,” says Beth. “Brows are multi-generational – our survey cited a groomed brow as the No.1 anti-ageing product; and they are multi-cultural – universal across every ethnicity.”
Beth, Danessa and Hannah Terrett – National Brow Artist presented the new products to beauty editors with the support of Benebabes demonstrating first hand with the media guests. Development of the new range was driven by ‘the dilemma’. The result is a range of nine products that transform her brows and give her confidence to be her own brow master.
“The collection consists of nine easy-to-use products in up to six new shades - 45 skus in total. It contains innovative high performing formulas, custom applicators for instant results and mistake proof shades to solve every brow dilemma,” says Beth.
Key descriptors are: innovative high-performing formulas; custom-designed applicators and mistake-proof shades. Price range $39.00-$55.00. Available 22nd July 2016.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.