Think of it like a flight attendant call button, but in this case, click when you need beauty products. Sound too good to be true?
Well Benefit‘s ‘Brow Now’ button is an initiative to not only cut down on unnecessary PR packaging, but also a way to keep influencers stocked up on the products they need, and when.
The idea was inspired by influencers who communicated to Benefit that they were out of product, as well as influencers and editors who have shared their experiences with wasteful packaging from a variety of brands, according to Benefit US digital marketing director, Laurin Hicks.
“As a brand, we of course want to put our products into the hands of press and influencers, but we also want to be kind and loving to our planet,” said Hicks.
“This Brow Now button solved both of those points. Influencers can restock their Benefit brow supply with the literal push of a button, and because they’re only requesting exactly what they need, when they need it, we aren’t shipping out a ton of unnecessary product in packaging.”
So how does this magic button work exactly? When pushed, the button sends a text message to a Benefit team member, who is then prompted to get in touch with the influencer to find out exactly what they need.
According to Hicks, Benefit has tripled the size of its influencer-dedicated team over the past year. The company works with “hundreds” of influencers and regularly shares influencer-generated content to its 8.5 million Instagram followers.
And though Benefit continues to see success through these relationships, Hicks added there is also now a challenge of standing out in an increasingly saturated space.
“We were one of the first brands to do these types of sends and packages. So many other brands have hopped in and are doing the same thing,” said Hicks.
“The influencer world has changed in the way that so many brands have seen the potential and the reward that comes from working with them. A constant struggle for us is how we can break apart.”
Image source: @benefitaustralia
