Ch. 12 - Services and Nonprofit Organization Marketing

Ch. 11 - Developing and Managing Products

Product Life Cycle

For the past few years Benefit has been in the growth stage of the life cycle. The company has been around since the late 60s but because of the growth of social media the company has more acknowledgment. 

Ch. 8 - Segmenting and Targeting Markets

Concentrating Targeting Strategy

Benefit Cosmetics uses concentrating target strategy because they only sell beauty products and target a narrow market. This works well for the company because they focus more on making the consumer happy and giving them just what they need.

Ch. 15 - Marketing Communications

Benefit Cosmetics uses informing, reminding, and connecting to promote. Through their social media accounts they inform and remind people by constantly posting about different products they offer. They also try to involve daily news to promote products from time to time. Example: if its an extremely hot day they might post their facial mist as a way of promoting.

Ch. 10 - Product Concepts

Benefit Cosmetics: Products and Packaging

Benefit Cosmetics sells make up, perfume, and skin care products.
They are well known for the witty and fun packaging and product names. 
Having feel good products definitely entices the buyer to purchase!
EXAMPLES:

Ch. 17 - Personal Selling and Sales Management

Relationship Selling

Benefit Cosmetics is mostly sold through third party stores. For example: Sephora and Bloomingdales. In these stores there are beauty advisors who consult you and help you choose what you are looking for or even persuade you into buying something you didn't think you needed. For the time you are in the store you form a personal relationship with the employee and they will get you the spend money without you even knowing!

Ch. 16 - Advertising, Public Relations, and Sales Promotion

Public Relations

This year, Benefit Cosmetics wants to engage with their customers more mainly through social media. They wish to lead the social and digital media. Benefit cosmetics PR says they a recreating the brands focus to "act more like a friend" and promote two way conversations and getting users to generate in their own contact.

Ch. 14 - Marketing Channels and Retailing

                Pore O'Clock Campaign

Benefit Cosmetics uses social media and fun campaigns to promote the brand. One of the most successful campaign was "Pore O'Clock." This campaign promoted the POREfessional face primer. Face primer is important before you apply make up because it gives your products a base and helps it last longer. Even though you use face primer, a girl still needs a touch up. If you do your make up early in the morning you will most likely need a touch up around 4 pm. What Benefit did was gather a group of 'spy girls' (like the woman on the product above) and popped up in random offices at 4 pm to hand out product for touch ups. The campaign created a lot of attention they decide to bring it to twitter. The city with the most tweeted hashtag #poreoclock was the city they would appear in again. 

Ch. 6 - Consumer Decision Making

Consumer Values

"Cruelty FREE"

By saying your product is "cruelty free" you are expanding your marketing to vegans or consumers who are pro animal safety. Benefit uses the line that they are cruelty free but there is a loop hole that people over look. It's not really a trick but a lot of people over look it and purchase the product anyway.

Benefit does not test our cosmetic products on animals. When selecting the ingredients to be used in our cosmetic products, Benefit requires raw material suppliers to provide safety information based on scientifically accepted alternative testing methods that meet international safety standards and regulations. Benefit products must meet both consumers’ needs and consumer safety, while respecting animal life. Benefit continues to strongly support & favor alternative testing and is committed to following all animal testing laws and regulations in order to ensure our products’ safety for the end consumer.

So pretty much what Benefit are hiding is that if by law they are required to test a product or ingredient on animals THEY WILL. They disguise this fact with saying how they support and favour alternative testing. Here is the evidence that Benefit Cosmetics are still performing animal testing –  they are“committed to following all animal testing laws and regulations in order to ensure our products’ safety for the end consumer.”

The average consumer may think that ‘They don’t test on animals unless they have to by law so they care about animals and are just abiding by laws’. What they don’t mention is that they DO NOT HAVE TO use those ingredients that require testing or sell to countries that legally request animal testing (China). There are thousands of ingredients that are considered safe and we are talking about cosmetics here, not life saving medication so there is no sufficient argument for any company to be producing a product that harms animal.

SOURCE: https://rabbitrecommended.wordpress.com/2012/01/15/how-to-pick-a-cruelty-free-lie/

Ch. 5 - Developing A Global Vision

Benefit Cosmetics started up as a small shop in San Francisco then worked its way to NYC. Now You can purchase the products all over the world online or in-stores. They even have a vending machine at airports!

Evolving its Marketing in China

Valerie Hoecke, senior vice president of digital experience and commerce at Benefit Cosmetics figured out how to reach out to China. Research has shown that most people from there rarely communicate via email or shop from a direct online store. Instead they use online websites like Ebay or Taobo. Benefit already had their products in high end beauty stores around China but they wanted to market the brand. They created a website specifically for China. This website is more to inform the consumer about the different products. Benefit Cosmetics relies more on third-party stores. Ex. Sephora and Ulta Beauty.

Skin care, eyes, and humidity are the three major things Benefit took into consideration when making products for the region. Most asians are known for having shorter, straighter lashes so they released an eyeliner along with eight other products targeting what the consumers want.

Ch. 4 - The Marketing Environment

Benebabe Help

TERMS AND CONDITIONS

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These Terms and Conditions are the official terms of use for Benefit’s website at www.benefitcosmetics.com (“Benefit’s Website”), at m.benefitcosmetics.com (“Benefit’s mobile Website”), on Benefit’s blog at blog.benefitcosmetics.com (“Benefit’s Blog”), and on Benefit’s applications (including Benefit’s microsites, social media sites, such as Facebook and Twitter, and Ratings & Reviews and Ask & Answer) (“Benefit’s Applications”), (collectively, the “Sites”). The content and services available on the Sites are provided to you by Benefit Cosmetics LLC (“Benefit”, “us”, “our”, “we”) subject to the following terms and conditions. Please also review our Privacy Policy, Community Guidelines and the other terms and policies you may find throughout our Sites in connection with certain functionality, ordering information or promotions. By accessing or using the Sites, you are acknowledging that you have read, understand, and agree to be bound by these Terms and Conditions, and the other guidelines, policies and terms posted on the Sites.

Benefit reserves the right to update or modify these Terms and Conditions at any time. When changes are made, we will make the revised version available on this webpage, and will update the “Last Updated” date, copied below. For this reason, we encourage you to review these Terms and Conditions whenever you purchase products from Benefit or otherwise use the Sites. By using these Sites, you agree to be bound by the Terms and Conditions posted on the Sites at the time of your access.

Third Party

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Benefit may from time to time provide links to other websites or applications (collectively, "Third Party Websites") as a service to those interested in this information. Links to Third Party Websites may also be posted by third parties on Benefit’s Blog and on Benefit’s Applications. Benefit does not monitor, approve or have any control over any content located on Third Party Websites. The inclusion of any links to Third Party Websites does not imply any association or relationship between Benefit and the Third Party Website, and Benefit does not guarantee, endorse or adopt the accuracy or completeness of content on any Third Party Website. Benefit is not responsible for updating or reviewing content on Third Party Websites. You use Third Party Websites at your own risk. Links to Third Party Websites do not imply legal authority to use any protected rights of others reflected in the links. If you use any of these links, you will leave the Sites.

Certain functionality on the Sites may permit interactions that you initiate between the Sites and a third party web site or service ("social features") if you choose to use social features, information you post or provide access to may be publicly displayed on the Sites or by the provider of the social feature that you use. Similarly, if you post information on a third party platform that references the site (e.g., by using a hashtag associated with Benefit in a tweet or status update), your post may be published on our Sites in accordance with the terms of the third party web site or service. Also, both Benefit and the third party may have access to certain information about you and your use of the site and the third party site or service. In addition, we may receive information about you if other users of a third party web site give us access to their profiles and you are one of their "connections," or information about you is otherwise accessible through your "connection's" web page, profile page, or similar page on a social networking or other third party web site or interactive service. The information we collect in connection with social features is subject to Benefit’s Privacy Policy. The information collected and stored by the third party remains subject to the third party's privacy practices, including whether the third party continues to share information with us, the types of information shared, and your choices with regard to what is visible to others on that third party web site or service.

Use of Products and Services

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The products and services available on the Sites, including any samples Benefit may provide to you, are for personal use only. All material and information presented by Benefit is intended to be used for personal educational or informational purposes only. The statements made about products have not been evaluated by the U.S. Food and Drug Administration and the results reported, if any, may not necessarily occur in all individuals. The statements and products are not intended to diagnose, treat, cure or prevent any condition or disease. All products should be used strictly in accordance with their instructions, precautions and guidelines. You should always check the ingredients for products to avoid potential allergic reactions.

Use of the Sites is not meant to serve as a substitute for professional medical advice: these Sites are solely online stores for specialty beauty products. Please consult with your own physician or health care practitioner regarding the use of any goods, products or information received from the Sites before using or relying on them. Your physician or health care practitioner should address any and all medical questions, concerns and decisions regarding the possible treatment of any medical condition. Benefit does not give or intend to give any answers to medical related questions and these Sites do not replace any medical professional or medical resource. Benefit does not represent itself as a physician nor is this implied. No prescription medications or medical treatments are intentionally provided on the Sites.

You may not sell or resell any of products or services you purchase or otherwise receive from Benefit. Benefit reserves the right, with or without notice, to cancel or reduce the quantity of any order to be filled or products or services to be provided to you where Benefit, in its sole discretion, believes may result in the violation of these Terms and Conditions.

California's Proposition 65 entitles California consumers to special warnings for products that contain chemicals known to the state of California to cause cancer and birth defects or other reproductive harm if those products expose consumers to such chemicals above certain threshold levels. We care about our customers' safety and hope that the information below helps with your buying decisions.

We are providing the following warning for products linked to this page:

WARNING: This product contains chemicals known to the State of California to cause cancer and birth defects or other reproductive harm.

Refund Policy

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For purchases made on Benefit’s Website, review the terms here.

For purchases made at Benefit Cosmetics boutiques, we exchange, or issue credit, for up to 30 days with valid proof of purchase. For a cash refund, original cash receipt is required and for refunds on a check it must be 10 days after purchase and posting. Returns after the 30 day period will be exchange only. Returns are not accepted after 45 days.

For purchases made at Benefit Cosmetics counters, consult the retailer’s return policy.

Copyright Policy

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If you believe your work has been copied in a way that constitutes copyright infringement, please provide Benefit’s designated copyright agent (listed below) with the following written information in accordance with the Digital Millennium Copyright Act (17 U.S.C. 512 et seq.): 1. A physical or electronic signature of the person authorized to act on behalf of the copyright owner; 2. A description of the copyrighted work claimed to have been infringed; 3. A description of the material that you claim is infringing, and where it is located on the Sites; 4. Your address, telephone number, and email address; 5. A statement by you that you in good faith believe that the disputed use is not authorized by the copyright owner, its agent, or the law; 6. A statement that you consent to the jurisdiction of the United States District Court for the judicial district pertaining to your address, or if your address is outside of the United States, for any judicial district in which Benefit is located, and that you will accept service of process from the person who provided notification or an agent of such person; and 7. A statement by you, made under penalty of perjury, that the above information is accurate, and that you are authorized to act on behalf of the copyright owner.

If you receive such a notice, you may provide counter-notification in writing to the designated agent that includes the information below. To be effective, the counter-notification must be a written communication that includes the following:

1. Your physical or electronic signature;
2. Identification of the material that has been removed or to which access has been disabled, and the location at which the material appeared before it was removed or access to it was disabled;
3. A statement from you, under penalty of perjury, that you have a good-faith belief that the material was removed or disabled as a result of a mistake or misidentification of the material to be removed or disabled; and 4. Your name, physical address and telephone number, and a statement that you consent to the jurisdiction of a Federal District Court for the judicial district in which your physical address is located, or if your physical address is outside of the United States, for any judicial district in which we may be found, and that you will accept service of process from the person who provided notification of allegedly infringing material or an agent of such person.

Benefit’s Designated Agent for claims of copyright infringement can be reached at:

• Copyright Agent Benefit Cosmetics LLC
• 225 Bush Street, 20th Floor
• San Francisco, CA 94104
• Email: copyright@benefitcosmetics.com
• Fax: (415) 781-3930

Note: The above contact information is provided exclusively for notifying Benefit that copyright material may have been infringed. All other inquiries should be directed to our customer service by calling 800-781-2336 or using our online submission form.

Governing Law and Jurisdiction

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These Terms and Conditions and all questions relating to the performance, interpretation, breach or enforcement of these Terms and Conditions, or the rights, obligations and liabilities of you and us under them are governed by the laws of the State of California.

Arbitration

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You agree that exclusive jurisdiction for any dispute, claim, or demand related in any way to the Sites will be decided by binding arbitration. All disputes between you and Benefit of any kind or nature arising out of your use or enjoyment of the Sites, shall be submitted to Judicial Arbitration and Mediation Services, Inc. (“JAMS”) for binding arbitration under its rules then in effect in the State of California, before one arbitrator to be mutually agreed upon by both parties. The parties agree to share equally in the arbitration costs incurred. Any dispute resolution proceedings will be conducted only on an individual basis and not in a class, consolidated or representative action.

International Visitors and Shipping

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We make no representation that materials contained on the Sites or products described or offered on the Sites are appropriate or available for use in jurisdictions outside the United States, or that these Terms and Conditions comply with the laws of any other country. Visitors who use the Sites and reside outside the United States do so on their own initiative and are responsible for compliance with all laws, if and to the extent local laws are applicable. You agree that you will not access the Sites from any territory where its contents are illegal, and that you, and not Benefit are responsible for compliance with applicable local laws.

International orders may be subject to import taxes, customs duties and fees levied by your country’s customs department upon arrival. When ordering from BenefitCosmetics.com, the recipient of the shipment is the importer of record and is responsible for any of these import fees, as well as complying with all laws and regulations of the destination country. Benefit Cosmetics does not collect duties and taxes, and as smart as we are, we cannot predict what your particular charges may be. Customs policies vary widely from country to country, so please contact your local customs office for more information.

Fraud Protection Program

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As part of our order processing procedures, we screen all received orders for fraud or other types of unauthorized or illegal activity. Benefit reserves the right to refuse to process an order or refund due to suspected fraud or unauthorized or illegal activity. If such is the case, Benefit may reject your order or our Customer Service department may call you at the phone number you provided to confirm your order. We also reserve the right to cancel any accounts, refuse to ship to certain addresses, or withhold refunds or concessions due to suspected fraud or unauthorized or illegal activity. Benefit takes these measures to protect Benefit's customers as well as Benefit from fraud or other unauthorized or illegal activity.

No Reseller Activity

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The products and services available on the Sites, including any samples Benefit may provide to you, are for personal use only. You may not sell or resell any of the products or services you purchase or otherwise receive from Benefit. We reserve the right, with or without notice, to cancel or reduce the quantity of any order or withhold refunds or concessions, in our sole discretion, to those individuals we believe may be engaged in suspicious reseller activity or are otherwise violating these Terms and Conditions. Among other things, we may suspect reseller activity based on factors such as order frequency, amount and quantity.

Comments, Feedback and Other Submissions

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Benefit welcomes your comments and feedback regarding the Sites, and Benefit products and services. Any information, materials, suggestions, ideas or comments sent to Benefit will not be treated as confidential, proprietary or trade secret information and, by submitting such information, you are granting Benefit an irrevocable and unrestricted license to use, modify, reproduce, transmit, display and distribute such information for any purpose whatsoever. Unless required by law, Benefit will not use your full name in connection with any such information, materials, suggestions, ideas or comments without your prior written consent.

SOURCE: https://www.benefitcosmetics.com/us/en/help/terms-and-conditions

Ch. 18 - Social Media and Marketing

Benefit social media pages are:

https://www.benefitcosmetics.com/us/en/
https://twitter.com/benefitbeauty
https://www.youtube.com/user/benefitcosmetics
https://www.facebook.com/benefitcosmetics
https://www.instagram.com/benefitcosmetics/

Instagram, twitter, and YouTube

On these social media platforms beauty gurus and make up artists post about different brands and show tutorials on how to use them. Usually, if they have a large following brands such as Benefit Cosmetics will send them free items to promote on their pages.

Other promotional techniques:

• Benefit participates in events such as Beautycon and IMATS. (Which are basically the comic con of the make up society)
• Great eyebrows have been very trendy for the past couple of years now. So Benefit Cosmetics release a new eyebrow set. To promote this they went on a tour around the country. This was called the "Brows Across America" tour. Benefit went to 100 plus Ulta Beauty stores and brought well known beauty gurus with them. The beauty gurus help people find the perfect look for their brows and answered questions related to make up.
• Birchbox, ipsy, and glossy box are beauty subscription boxes where they send you a few sample or full sized products. Benefit has some items they give to the company to send out to the people who are subscribed.

Ch. 2 - Strategic Planning for Competitive Advantage

S.W.O.T Analysis

Strengths

high growth rate high quality beauty brand fun packaging

Weaknesses

high loan rates are possible hard to access tax structure

Opportunities

new products and services offers internships growth rates and profitability growing demand new markets sponsors

Threats

increasing costs price changes unexpected problems increase in labor costs external business risks tax changes other high end brands Four P's Product: Eyes, face, lips, skin care, body care/fragrance, value/gift sets, and make up accessories. Place: Benefit Cosmetics online, Benefit Cosmetics store, department stores, and high-end beauty stores. Price: ranges from $15 to $50 depends on product Promotion: Online and through social media. https://www.benefitcosmetics.com/us/en/ https://twitter.com/benefitbeauty https://www.youtube.com/user/benefitcosmetics https://www.facebook.com/benefitcosmetics https://www.instagram.com/benefitcosmetics/   1. What is our communication objective? To position Benefit Cosmetics as a fun brand with quality products.   2. Who is our target audience? Our target audience are women, ages 25-55. They have a fairly high disposable income. Our audience is familiar with different brands of make up and how to use it. These women care about how they look. They want a fun brand that reflects their positive, bubbly personalities. They appreciate product packaging and tiny details.   3. What are the key insights about this target audience in relation to the communication objective? These women are looking for a brand that represents them well. They are looking for quality products that are worth their money.   4. What is Benefit Cosmetics 'big idea'? Benefit Cosmetics is a quality brand with products that are sure to brighten your day with their clever advertisements and fun packaging.   5. Why will this work? Benefit's attention to detail in their packaging and products will draw in customers.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

The Benefesto

We believe in WHISTLING WHILE YOU WORK IT…and faking it ‘til you make it.We believe in FAST & FABULOUS BEAUTY solutions…and that glamour is GRABBING LIFE BY THE GIGGLES and not letting go. We believe if at first you don’t succeed, APPLY MORE LIPSTICK…that SEXY gets you everywhere…and if you can’t be good, BE GORGEOUS.

We believe LAUGHTER IS THE BEST COSMETIC!

Brief history

Benefit Cosmetics was founded in 1976 by twins Jean and Jane Ford. Initially founded as a beauty boutique, the shop specialized in quick-fix products for beauty dilemmas. The decision of having their own beauty boutique was merely based on a coin toss, heads for a casserole café and tails for beauty boutique. In 1976, Jean and Jane Ford opened up their small makeup shop called The Face Place, in San Francisco’s Mission District. Their first product was a blush and lip tint called “Rose tint” (now renamed "benetint"). Jean & Jane Ford originally created the rose flushed tint for an exotic dancer who was in need of a nipple tint. Benetint is most famously known by this story, but it has become popular for a much wider clientele. It remains the company's best-selling product, with 10 million bottles sold. The Face Place later moved to Kearny St. in downtown San Francisco in the 80’s, and with the move came the debut of the original lip-plumping product, lip plump.

In 1989, the catalog was developed. Next, Jean and Jane Ford focused on department store distribution, and soon after the original Face Place was renamed Benefit Cosmetics. In 1991 Benefit opened up in its first U.S. department store - Henri Bendel, in New York City. With significant success in the U.S., Benefit went international in 1997 with their expansion into Harrods in London. Soon after, the Benefit Cosmetics product website was launched.

LVMH acquired Benefit Cosmetics on September 14, 1999. In 2001, Benefit launched their first bath and boudoir line, Bathina. Benefit opened its first "Brow Bar" (a boutique specializing in brow shaping) in 2003, at Macy's Union Square, San Francisco.