Benefit has a new model to keep product flowing to its influencer base.
The brand, known for its brow products, is launching a button to help ensure Benefit influencers stay stocked with product while simultaneously cutting down on excess packaging. The idea was inspired by influencers who communicated to Benefit that they were out of product, as well as influencers and editors who have shared their experiences with wasteful packaging from a variety of brands both on social media and through their media outlets.
“We’re seeing across the board that press and influencers are concerned about the excess packaging that comes with product sends,” said Laurin Hicks, Benefit’s digital marketing director. “As a brand, we of course want to put our products into the hands of press and influencers, but we also want to be kind and loving to our planet. This Brow Now button solved for both of those points. Influencers can restock their Benefit brow supply with the literal push of a button, and because they’re only requesting exactly what they need, when they need it, we aren’t shipping out a ton of unnecessary product in packaging.”
Benefit’s Brow Now button for influencers.
The button, which was unveiled at Benefit’s annual influencer holiday