Case Study: Benefit Cosmetics saves 10 work weeks per year and streamlines creative workflows with Asana

Benefit Cosmetics delights beauty customers with Asana

Benefit Cosmetics, the San Francisco–based beauty brand with products in over 55 countries and 3,000+ BrowBar lounges, was struggling to keep its US creative team organized. Jessie Geisen, Brand Marketing Manager, managed designers, copywriters, and production specialists working on up to 75 projects and triaged 50–60 requests a month, but their previous tool lacked in-platform communication, timeline automation, and workload visibility—leading to side conversations, missed work, and manual spreadsheet planning.

Switching to Asana gave the team centralized request intake (about 78 form submissions/month), task-level comments, Portfolios and Workload for resource planning, and project templates that auto-calc dates. The change cut campaign timeline setup from one hour to five seconds, centralized feedback (600+ comments/month), and saved an estimated 52 work days (10 weeks) per year—helping creatives execute faster, reduce context switching, and take on more complex campaigns.

Benefit Cosmetics

Jessie Geisen

Brand Marketing Manager