The makeup brand is expanding its offering into skin care, focusing on minimizing pore size.
“We are incredibly strong in brows, and we felt we needed another category to drive our growth,” said Christie Fleischer, the brand’s chief executive officer. “We knew we had equity and credibility in pores, and when we listened to our consumers, we heard loud and clear that they care about their pores. Our research shows that 20 percent notice their pore size between ages 15 and 20, and they are clearly saying this is a fragmented market and didn’t know where to go.
From a marketing perspective, it will take Benefit’s whimsical approach to messaging and color across touchpoints. “The top-line thing we learned from research is that pores are an overall more negative space. People think their pores are bad, but we’re more positioned as a feel-good brand,” said Toto Haba, senior vice president of marketing and communications. “It made us rethink this idea of pore positivity, and that’s what our whole campaign is around.
He acknowledged that launching into skin care is a typically challenging move for makeup brands, but is prepared to circumvent the usual obstacles. “What trips up a lot of makeup brands is how to communicate the efficacy of skin care products when makeup is so visible,” he said. “You have to do clinical studies to look at the evolution of your skin over time, which we did…in addition, sampling is so much more important.
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