Case Study: Benefit Cosmetics achieves 14-point ad recall lift and 10-point purchase intent lift with Facebook

Benefit Cosmetics - Customer Case Study

Benefit Cosmetics, the brow-focused beauty brand founded in 1976 with 70+ boutiques and 1,800 brow bars worldwide, needed a breakthrough campaign to raise awareness and sustain excitement for a new brow product collection.

Partnering with Facebook and Instagram, Benefit ran sequenced video and carousel ads optimized for mobile, used reach-and-frequency buying, and retargeted viewers via Custom Audiences and the Facebook pixel with age-segmented creative. The campaign exceeded beauty benchmarks: a 14‑point lift in ad recall (23 points for ages 35–44), a 9‑point lift in message association (11 points for ages 25–34), and a 10‑point lift in purchase intent.

Benefit Cosmetics

Nicole Frusci

SVP US Marketing