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Benefit Cometics

What We Did

We used our creative fire power to define launch strategies for a series of new product launches, while maintaining a steady stream of proactive media relations to ensure cut-through of Benefit products in the media across the board.

Leveraging strong relationships across the beauty and lifestyle media space, we generated product reviews, editorial inclusions and category focuses, whilst helping to establish strong brand awareness for the brand across all traditional media channels.

From media desk-sides to product previews at Benefit HQ, orchestrating VIP brow appointments and executing flawless product mailers, everything we did focused on harnessing Benefit's fun and irreverent brand personality where "laughter is the best cosmetic."

Memorable Moments:

  • Over the 12 months we worked with Benefit, we generated an average of 14 pieces of top-tier traditional media coverage per month, generating a total of 356 Million impressions over the course of the year.
  • A cheeky media mailer re-introducing Benefit's Benetint range after a period of being out of stock for a time, filled with boob shaped cookies and a box that said "SHOW US YOUR TINT

Stark Rav demonstrated a profound understanding of Benefit’s youthful and unique brand DNA, and in turn delivered ground-breaking and disruptive ideas that set them apart from every other PR agency we met with. Soda consistently went above and beyond in securing valuable press coverage for Benefit. Their results were consistently outstanding, and their strategic thinking was instrumental in our success over the past year.
Kelly Neve, Marketing Director, Benefit Cosmetics Australia
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