Benefit Cosmetics uses Instagram in Christmas campaign

The Benefit Cosmetics brand has a strong and instantly recognisable visual identity making image-sharing social media platform, Instagram, the ideal vehicle for its 2014 Christmas campaign.

Benefit’s girly, playful and fun brand characteristics make it well suited to Instagram, a social media platform whose users are, according to Appdata, 68% female.

Benefit’s most recent campaign celebrates the launch of Christmas Sweet Shoppe gift set tins. In the run-up to Christmas the company is hosting an interactive festive village that encourages followers to post selfies of themselves wearing Benefit cosmetics.

Benefit Cosmetics uses tagging features and individual profiles for each cosmetic. The campaign will also include a competitive element and will give away one Christmas Sweet Shoppe gift set every week to users who post selfies. Benefit is capitalising on its well-established products while launching its new seasonal offering.

The campaign is targeted at Benefit’s loyal users and engages them in a conversation that builds brand engagement.