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Cosmetics Case Study

823 Words4 Pages

Introduction
Nowadays, a large quantity of brand utilizes integrated marketing communication (IMC) to communicate with the consumers to present their brand equity. Benefit Cosmetics is not exception too. They use various types of mess media to deliver the messages and build up the consumer loyalty. In the following essay, I would like to use Benefit Cosmetics’ new item: Roller Lash mascara to be an example to analysis how its work and can they present the brand values, attributes and personality effectively.

Brand history
In 1976, twin sister Jean and Jane Ford opened a tiny makeup shop called The Face Place in San Francisco, California which is the predecessor of Benefit Cosmetics. They love to develop new product to solve the beauty dilemmas. Their creative, fun and good humor which not hard to see in their packaging and the product design. Others, their mantra “makeup doesn’t have to be serious to look good” also tell their personality. After the Italy trip, they decided to re-name with ‘BeneFit’ and extend the company to the global beauty brand selling in more than 30 countries. Than, the company is acquired by Louis Vuitton Moet Hennessy (LVMH) in 1999.

Product
” Our innovative instant beauty solutions express our unique DNA through laugh-out-loud names and creative packaging. Our customers continually inspire us to create one-of-a-kind products that solve everyday beauty dilemmas. …....” said by Julie Bell, Executive Vice-President of Global Marketing. Benefit

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