TOP YOUTUBE INFLUENCERS: THE STRATEGY OF BENEFIT COSMETICS

Relative to other brands like Maybelline and Chanel, which have four and ten times more followers on Facebook respectively, Benefit makes a strong showing on Instagram and YouTube by truly embracing the world of beauty bloggers, employing famous YouTube influencers in their branded makeup tutorial videos.

Benefit recently collaborated with plus size model Tess Holiday, beauty vlogger Dulce Candy, and transgender YouTube star Nikita Dragun to introduce The Bold Is Beautiful Project, which donates money to domestic and international charities focused on promoting women’s education and health. Combined, these influencers amass a following of over 5 million across YouTube and Instagram alone.

The famous YouTube influencers

Using a diverse group of influencers is appropriate for a mass market brand like Benefit as they can easily reach their target audience and be in the forefront of their consumer’s mind as a fun-loving, forward-thinking brand.

Consistent design and tone of voice accounts for the familiarity users can expect on Benefit’s social channels. To the knowledgeable beauty consumer, there’s no mistaking the sassy tone, retro fonts, and prissy-pink color scheme that define Benefit: the brand’s Pinterest account features an entire board celebrating the color pink, and a recent Instagram post reads, “Don’t let anyone with bad eyebrows give you advice on life.”

Across all social channels, content is fun-loving and makeup-centric. Sticking to one theme has its benefits (pun intended), making it easier to control quality and produce content in-house.