Confession #6: Benefit

Benefit Cosmetics sends you into the time machine to the 1950s with its packaging.  From it's bright colors in its packaging, era-appropriate names, and 1950s style advertising, you would think that this company's roots began then, but instead it was started as The Face Place in 1976 and turned into Benefit Cosmetics around 1990.

In my opinion, Benefit has used their own social media channels to enhance the persona created in their regular advertisements for a typical Benefit Gal, or Benefit user. A "Benefit Gal" is a little vintage, fun, flirty, and a socialite. Her makeup is fresh and usually not too bold, but she does enjoy her face to be flawless. You'll never find this definition straight on their website, but this is my takeaway from their campaigns.


 
When Benefit launched their brand new They're Real Push-Up Liner, this was an addition to their They're Real Mascara to create it's own mini line within their cosmetics. This was also so much more. Benefit was revolutionizing gel eye liner. Whether or not they succeeded is still in the air, but the main point is that they did it. They came out with a product that had the same formula that many makeup users love, gel eyeliner, but put it in a format that was much easier to use, a push-up pen. They relied heavily on social media on this campaign. I remember seeing advertisements on other makeup videos on YouTube. There were countless tweets and videos and pictures on Instagram.  The advertising through social media still left the customer wanting more information, which you would either have to wait for, or decide to try out for yourself. I chose to purchase it on my own.

I also think the Benefit does a good job with using their Pinterest.  Their Pinterest is organized well into their different lines of cosmetics within their brand, showing different tutorials and exciting ways to use their products. Yet, their Pinterest also has complementing things, such as party decorations, or date night hair to pair with your Benefit Cosmetics makeup look!







Products I own by Benefit Cosmetics 
(prices based on Ulta.com):

They're Real Mascara (sample), full size, $23.00
The POREfessional (sample), full size, $31.00
Hoola bronzer (sample), full size, $28.00
They're Real Push-Up Liner, $24.00
Erase Paste, $26.00
High Beam (sample), full size, $26.00
Stay Don't Stray (sample), full size, $26.00
Benetint, (sample), full size, $30.00
"That Gal" (sample), full size, $29.00
They're Real Remover, $18.00
Posietint (sample), full size, $30.00
Bella Bamba (sample), full size $28.00
It's Potent Eye Cream (sample), full size, $34.00
Ooh La Lift (sample), full size, $22.00








Products I have previously owned by Benefit Cosmetics (prices based on Ulta.com):
Hello Flawless Oxygen WOW, $36.00
BADGal Lash Mascara, $19.00
The POREfessional Agent Zero Shine (sample), full size, $30.00
Fakeup (sample), full size, $24.00
 



 


Website: https://www.benefitcosmetics.com/
Facebook: https://www.facebook.com/benefitcosmetics
Instagram: http://instagram.com/benefitcosmetics
Twitter: https://twitter.com/benefitbeauty
YouTube channel: https://www.youtube.com/user/benefitcosmetics
Pinterest: https://www.pinterest.com/benefitbeauty/
Google+: https://plus.google.com/u/0/+benefitcosmetics/posts

Confession 5: NYX

NYX Cosmetics is quickly becoming one of my favorite brands. I hadn't really heard of them before I began shopping religiously at Ulta about a year ago. A smaller selection of their products are sold at most Target stores. They try to push the envelope some with some wild colors, such as these lipstick shades, but it's not in the same way I described Urban Decay as wild, and definitely should not be compared to it. They encourage bold looks, but also everyday as well.



I think a smart move that NYX did recently through social media was launch their new Highlight and Contour Pro Palette right before the Grammys and then show via Instagram and Twitter that Kelly Osborne was getting ready using this new product. Highlighting and contouring is a huge trend in the makeup world and has been for quite a while now, but most "drugstore" brands do not have such a huge palette for highlighting and contouring, so I think their timing of the launch for this product was phenomenal paired with this image on social media. 



 


They also showed Charli XCX having her makeup done for the Grammys with NYX products by a makeup artist named Colby Smith.
Since Charli is very popular right now, this is a good way for NYX to show that they are current and popular and a good choice for makeup.

While NYX has many social media platforms, they do not use Facebook very often. They tend to post most on Instagram with looks showing their products, which is very wise for a company whose products are supposed to be photo worthy! They also post a lot on Twitter, but they remain to <5 posts per day as to not clog up their follower's feeds. They post links via Twitter to direct their followers to their own website, blog posts with their products mentioned, YouTube tutorials and reviews done by makeup artists, and Ulta's website with NYX products. I think this is great because it makes it so easy for the consumer to purchase the product once they see it in action.

Products I own by NYX Cosmetics (prices based on Ulta.com):

Soft Matte Lip Creme, $5.99
Slim Lip Pencil, $3.49
Butter Gloss, $4.99
Hi Definition Photo Concealer Wand, $4.99
Butter Lipstick, $5.99
Jumbo Eye Pencil, $4.49
Slide On Eye Pencil, $7.99
Hot Singles Eye Shadow, $4.49
Cream Blush, $5.99-$6.99
Butter Lip Balm, $3.99
Wonder Pencil, $4.49
Love in Rio Eye Shadow Palette, $5.99
Studio Liquid Liner, $4.49








Website: http://www.nyxcosmetics.com/
Facebook: https://www.facebook.com/NyxCosmetics
Instagram: http://instagram.com/nyxcosmetics/
Twitter: https://twitter.com/nyxcosmetics
YouTube channel: https://www.youtube.com/user/nyxcosmetics
Pinterest: https://www.pinterest.com/nyxcosmetics/
Google+:https://plus.google.com/+nyxcosmetics/posts