The Campaign

Marketing and Advertising agencies are working more closely with production companies to develop, execute and manage projects for clients across multiple media platforms, including video, film, story line integration, digital and in venues such as event sponsorships and experiential marketing. Working with content providers prior to the production phase is allowing for more input from the brand in the creative execution.

Results

Benefit Cosmetics needed to find a way to help educate new employees in emerging markets about the history and tell the unique story of how the brand came to be. The primary target audience included Benefit employees and country managers in new markets such as Korea, Taiwan, SE Asia and China. The objective of the campaign was to create a compelling piece of content that would immerse employees in the brand's DNA, so they could internalize it and use it as their own source of inspiration. We knew that if Benefit employees could fully experience the brand's history and sense of humor it would resonate, becoming a deeper part of the culture, and ultimately contribute to a stronger brand. From the beginning, the goal was to ensure that the unique spirit and voice of Benefit Cosmetics came through loud and clear. Its quirky personality is what distinguished it from other cosmetics brands, and that was something that needed to be conveyed in parts of the world such as Asia, where Benefit was a relatively new brand. The strategy was to demonstrate that Benefit Cosmetics believes that glamour comes in a variety of shapes, sizes, styles and that it should be fun. Since Benefit Cosmetics is not a typical beauty brand, they deserved an atypical approach. Our idea was to create a variety style show that would bring the true stories behind the brand to life. Working with an award-winning directorial team, we wrote and produced a full-length film consisting of original music, dance numbers, animated shorts and comedy sketches all based on true stories about the brand. The film became the center of a global roadshow hosted by founders Jean and Jane Ford.

'Glamouriety' debuted in Seoul and Shanghai to Benefit Cosmetics employees, retail partners and members of the press. 95% of all employees across Korea, Taiwan, China and SE Asia gathered in these two key cities to experience events hosted by Jean and Jane Ford (founders of Benefit Cosmetics). Internal communications including employee intranet and email blast invites were utilized to draw employees to the event. Members of the press and retail partners were invited by special invitation.

Over 95% of all employees across the region experienced the film. This unique film inspired new and long time employees alike. It gave them a deeper understanding of the values and educated them about the brand's story. “Glamouriety is ‘glam-azing’! Glam-tastic! Glam-sational! And TOTALLY, 100% DNA-on-point Benefit!” “The movie was AMAZING in so many ways, and in true Benefit fashion it told the story of our founders and our brand in an exciting, crazy, fun and funny way that can’t be described.” “A fabulous way to celebrate our brand... Really made me proud to be part of Benefit!” “WOW! The film really showed our history and also the staying power of our Brand. There is no way I could have imagined planning our regional /country roll out without having experienced the Glamouriety premiere.” Thanks to the success of Glamouriety, the company now plans to use imagery and content from the film in upcoming Benefit products, and segments of the variety show will be shown inside select boutiques. The film continues to serve as an internal education piece and a means of educating both employees and customers about the unique personality and history of Benefit Cosmetics.