Integrated Marketing Campaign Strategy - Benefit Cosmetics
“Build your Essence” is a new campaign introducing Benefit’s partnership with “Donors Choose” and creation of “Camp Benefit” to educate young girls on how to engage in preventative skincare and begin investing, building and maintaining a lifelong relationship between Benefit Cosmetics and Gen Alpha, eventually with Benefit introducing a product line dedicated to tween/young teen skin and turning into a household multi-generational heritage brand.
Year
2024
Client
Benefit Cosmetics
Benefit Cosmetics is reintroducing themselves to Gen Alpha through the use of The Pore-fessional Hydro Pop Essence focusing on teaching Alpha’s and their parents on the importance of preventative skincare.
The campaign starts with CRM targeted towards the parents of the Alphas. Making them aware of the campaign and introducing them to the launch of Camp Benefit.
The final CRM introduces parents to the eventual launch of the BeneTween Skincare line, with products geared for younger consumers, turning Benefit into a multi generational household brand. The CRM invites them to follow the process of creating the line to launch.
Benefits website will utilize their blog to post educational content on preventative skincare to promote the sell of HydroPop Pore Essence. Educating yourself with the content will unlock a promotional code to use on HydroPop at checkout. In tandem with online promotion, in store promotion will be activated for HydroPop specifically at checkout.
The star of the campaign is Camp Benefit. A 4 day, 3 night sleep away camp held June 20-23 at Skylake Yosemite Camp. Campers will experience and create memories, develop interests and skills, gain personal growth and develop confidence all while having fun learning about preventative skincare and how to properly take care of their skin and bodies in an age appropriate manner.
Profits made from this camp and promotions associated with HydroPop will be donated through partnership with Donors Choose to teachers across the state of California.
Huge component for preventative skincare is education. Shifting their traditional social marketing to more education base helps enforce Benefit’s goal of educating and caring for younger consumers and parents who may not be ingredient aware.
Advocacy and loyalty from Gen Alpha will come from Instagram reposts, with Benefit encouraging campers to post their memories from their time at camp.
Gen Alpha is a digitally native generation with Youtube being one of their top social platforms to engage with content.
Throughout the duration of this campaign, Benefit will be reactivating their Youtube channel.
Posting on a regular basis, videos will range from educational content that is age appropriate for Gen Z but entertaining enough for parents and general public to engage as well.
Promotional teaser videos for Camp Benefit will be posted as well as BTS and recaps of Camp Benefit.
The goal of this campaign is to:
Build Gen Alpha community awareness and engagement on social media
Engage with education while gaining trust of parents on proper skincare products, ingredients, and routines
Launch Camp Benefit and convert mothers to purchase a spot a camp to become a reoccurring yearly event
Build and maintain lifelong relationships with Gen Alpha as they grow older