""We are very conscious to be at the forefront of where [our customer] is spending her money and how [they're] consuming," explained marketing director Lou Bennett on her efforts to make the cosmetic brand as omnipresent as possible."
""It's important it is fluid. You want it to be accessible to all departments. I firmly believe that putting it in a box in the corner does not allow for growth or evolution," Bennett contends."
""complement each other instead of compete, which we see happen elsewhere in other brands.""
Benefit Cosmetics reorganized its marketing to maintain competitiveness with agile e-commerce make-up brands. The brand formed an in-house influencer marketing division in February, led by senior PR and influencer manager Annie Harrison, to centralize influencer relationships, optimise spend and deliver measurable returns. The influencer hub sits under brand function and is fed by all marketing wings to remain fluid and accessible across departments. The marketing department merged e-commerce and digital teams, increased headcount, and aligned digital footprint with commerce to ensure channels complement each other and deliver consistency at every touchpoint for its "Benebabes".
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