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.
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