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.