Case Study: Benefit Cosmetics achieves rapid sell-outs and one-mascara-per-minute sales with Instagram Live Shopping

Benefit Cosmetics - Customer Case Study

Benefit Cosmetics, the San Francisco-born beauty brand founded by twin sisters Jean and Jane Ford in 1976 and now operating in 59 countries with over 3,000 BrowBars and 85 boutiques, needed to build buzz for two new products and maximise online sales at launch. The challenge was to generate awareness before release dates and convert that interest into immediate purchases when the products went live.

Benefit ran exclusive 24-hour Instagram launches using Commerce Manager, product launch tags, teaser posts, creator partnerships and Instagram Live Shopping demos with real-time Q&A and shoppable tags. The strategy drove rapid sales: several shades of the Brow Microfilling Pen sold out within 72 hours, 46% of first-week Brow Pen ecommerce sales and 42% of first-48-hour sales came from Instagram, and the They're Real! Magnet Mascara sold at an average rate of one unit per minute during its Live Shopping event.

Benefit Cosmetics

Allie Stallone

E-commerce Marketing Manager