Always one step ahead in terms of digital and social media presence, Benefit Cosmetics is the first beauty brand in Australia to roll out paid advertising on Instagram. The first trial campaign began yesterday, and the move should see Benefit cementing its beauty niche without the use of traditional advertising.
Benefit, which aims to be ‘consistently disruptive’, is part of Instagram’s paid post advertising experiment, which is currently being tested in Australia alongside the US and UK. The brand’s Instagram campaign will be Australia-specific, with photography based on the theme ‘A Summer of Fun,’ shot at Sydney’s Watson’s Bay Hotel.
A brand spokesperson adds: “Benefit knows that social media users carefully curate their accounts to suit their individual tastes. Strict Instagram advertising rules mean that paid posts will blend seamlessly into feeds for an authentic Instagram experience.”
