#Winning! Benefit's digital efforts pay off at beauty20 awards

By Michelle Yeomans

- Last updated on GMT

Operator of Benefit's Twitter account, Nina Ambrose accepts the award
Operator of Benefit's Twitter account, Nina Ambrose accepts the award

Related tags Social media Cosmetics

The third annual consumer choice awards in London, #beauty20 saw Benefit Cosmetics scoop up not one, but three awards for its' social media skills.

The event, created to benchmark companies connecting with consumers through the digital platform seen Benefit’s ‘digital darlings’ take home awards for 'Best Twitter', 'Best Instagram' and 'Best Beauty Brand Online', beating the likes of MAC, Caudalie and Burberry to the No.1 spot.

BENEFIT final

The quirky cosmetics player has been acknowledged for communicating with beauty buyers in a 'fun' way, opting not to advertise traditionally but through 'social marketing' to generate buzz on upcoming products and heighten publicity around events.

Successful online campaigns from the brand includes 'Operation #rollerlash' and the 'Movember' Facebook photo contest.

Importance of digital in beauty 

In the last five years, cosmetic players have been rethinking their in-store experience, concepts and strategies to match what the online forum can offer in a sometimes cheaper or more efficient way.

Interaction in a personal way has become key and while some are concentrating on the likes of Facebook and Twitter, some beauty giants are now looking to in-store ibeacons to reach their customer.

Prior to the awards, beauty executives heard keynote speeches from Marco Roncaglio at Philips, among others.

Roncaglio discussed the latest investments in ibeacon technology and revealed how retailers are informing customers about 'deals' or 'promotions' as they walk around the various departments of their stores.

These 'apps', downloaded by the consumer, monitors the shopper's location and can estimate their proximity to an iBeacon, for example, a display or checkout counter and are seen to be a clever way of competing with the efficient and personalised online experience.

@thewinners

After collecting the results, organiser Innocos gave consumers a month to vote for their favourite beauty brand online.

Over 8.000 votes were received and influential UK bloggers, Maddie Bruce, Jodie Porteous, Jen Thorne, Hayley Carr, Lauren Shipley were invited to present the awards to the following winners:

Best Twitter: ​Benefit Cosmetics 
Best Facebook: ​Burt’s Bees 
Best Pinterest: ​OPI Products
Best Instagram: ​Benefit Cosmetics
Best App: ​L’Oreal Makeup Genius
Best Online Video : ​Dove: Legacy 
Best e-Commerce Website: ​Mary Kay
Best Beauty Startup: ​eSalon
Best Beauty Blog: ​Beauty Junkie London
Best Beauty Brand Online: ​Benefit Cosmetics  

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