Case Study: Benefit Cosmetics achieves rapid mobile loyalty growth and award-winning engagement with Antavo

A customer-centric loyalty app, all about brand experiences and personalisation

Benefit Cosmetics, the #1 Brow Brand Worldwide, wanted to boost emotional loyalty, reach younger customers, and create a mobile-first channel that rewards both purchases and non-transactional brand engagement. To achieve this, they partnered with Antavo and launched Benefit Loves, a mobile loyalty app powered by Antavo’s Loyalty Cloud that focuses on personalization, gamification and app-centric experiences.

Antavo built Benefit Loves with hearts-based rewards, soft-action earning (referrals, bookings, app downloads), dynamic segmentation and a Bloomreach integration for targeted emails. In the first nine months the program enrolled 20.3k+ members and drove 30k reward redemptions, with 16.17% of members transacting more than once, 50.17% taking part in the Bene‑BFFs challenge, and 80% engagement from 20–30 year olds; loyalty emails saw an 8.21% click‑to‑delivered rate (vs 2.44% for newsletters) and loyalty members convert at 12.29% versus 1.56% for non‑members, while average revenue per loyalty member is roughly 8× higher—helping Benefit Cosmetics win “Mobile Innovation of the Year” at the 2024 Retail Systems Awards.

Benefit Cosmetics

Sarah Harbon

General Manager