How does Benefit Cosmetics dominate the brow market so successfully?

By Lucy Whitehouse

- Last updated on GMT

How does Benefit Cosmetics dominate the brow market so successfully?

Related tags Marketing

Benefit Cosmetics is something of a brow behemoth: according to NPD market research, it enjoys a 50% UK market share in the £20m category - a category that has grown from £6.5m five years ago.

Indeed, the LVMH-owned company also owns the top two best-selling products in the segment and dominates the space following the launch last year of 13 new brow products.

We take a look at the strategy behind this market-dominating success."There's still a lot of opportunity in this space as, even one, only one in four women use a brow product regularly in their makeup routine​," Kyra White, head of brand activation for Benefit Cosmetics UK, recently told Campaign Live.

Pushing forward with curated campaigns

Benefit, headquartered in San Francisco, California and enjoying a presence across more than 2,000 counters in 30 countries, has a model of retailing via concessions and counters within department stores that means it is particularly well-suited to the brow category.

Not content with this, however, in recent years the company has invested in marking via boutique, curated experiential-focussed events, including its ‘Browmobile’ campaign.

Created in partnership with Slam PR and production agency Persuaders, the campaign saw branded vehicles taking to the streets on a tour of the UK to spread the Benefit word. It was accompanied by a competition for consumers to win a bespoke visit from the Browmobile.

"It shows our customers that we're happy to go to them anywhere. Plus it's really Instagrammable which is great for a brand like ours which doesn't do traditional above-the-line advertising,​” White noted.

Brows on the up

Eyebrows and brow-related beauty have become a massive market in western countries in the recent few years.

Indeed, The Guardian ran a feature on the phenomenon last autumn, noting that the dominance of brows in popular culture is nowhere more evident than on social media.

There are more than three million Instagram posts with #brows​, and more than 600,000 with #browsonfleek. There are more than 500,000 tutorials on YouTube, all with different diagrams on how to get your brows on fleek​,” the national media outlet observed.

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