Benefit Cosmetic has it’s act together when it comes to content. In Frank Marquardt’s Digital Strategy class, we were tasked with performing a content analysis for the brand to become familiar with the process. I focused on the brands’ presence and engagement on social media, their cross-platform executions, and primary messaging. Here’s a summary of what I picked up in the colorful sea of Benefit Cosmetic content.

1. Content Analysis
Regina Felice Garcia
garcia.f.regina@gmail.com
reginafelice.com 2013

2. Everyone can be glamorous.
Benefit Cosmetics delivers the message that glamour
is for everyone. Each of their products has a different
theme and although themes don’t match, they all go
well together. These themes and different feels for
every product provide the opportunity for Benefit to
connect with various types of women, whether it’s
using a ‘girly girl’ style, a more sophisticated look,
a vintage feel, or a super-woman attitude, Benefit
Cosmetics speaks to women across the board.
reginafelice.com 2013

3. The Audience
Benefit Cosmetics speaks to women ages 20 and older. It connects with a variety of women
who value high quality products for their skin and take pride in looking well manicured and put
together. These women range from young ladies in their early 20s, who are developing their
personal style, to professional business women, make up artists, and performers. Benefit’s
audience is committed to the brand and active in social media interactions.
Tiffany
Filmmaker, artist and founder
of The Webby Awards
Ana
Student, lover of life,
fashion connoisseur
Heidi
Make-up artist at ULTA
Frances
Ballet dancer, passionate
about helping children
reginafelice.com 2013

4. Benefit on Social Media
1,232,064 Likes
294,000 Followers
208,605 Followers
14, 239 Followers
35, 774 Subscribers
Tone: Optimistic, full of life and
energy
Message: Laughter is the best
cosmetic,..so grin and
wear it.
Benefit on Social Media
1,232,064 Likes
294,000 Followers
208,605 Followers
14, 239 Followers
35, 774 Subscribers
Tone: Optimistic, full of life and
energy
Message: Laughter is the best
cosmetic,..so grin and
wear it.
reginafelice.com 2013

5. Social Media Content
Benefit’s content on social media is interesting,
sharable, and useful for viewers. The brand hosts
many contests through Instagram and Twitter using
hashtags. Their Facebook is predominately used to
recap and update viewers on what the brand is doing
on other social sites and around the world. They also
share photos and inspirational quotes on Facebook.
Benefit has a You Tube video for pretty much anything
that relates to a product or the company itself - and
some are very funny (see ‘Real Men Don’t Fake It’, top
right corner.)
‘Real Men Don’t Fake It’ - YouTube Video
2 Truths & A Lie - Facebook Game
Ask an Aesthie - Tip from pros
reginafelice.com 2013

6. Social Media Action
#FLYBENEFIT is a hashtag used by Benefit Cosmetics to promote their
new beauty kiosks at airports. The hashtag has not appeared on Twitter
much because it is only a couple of days old.
#FLYBENEFIT
http://tweetreach.com/reports/8593475?oauth=1
reginafelice.com 2013

7. Social Media Action
#REALSIES is used for Benefit’s eye lash contest.
The contest used to be weekly and have
transitioned to monthly this past week,
hence the slight decline in Twitter action.
#REALSIES
http://tweetreach.com/reports/8593955
reginafelice.com 2013

8. Website Content
Benefit’s website includes every single piece of content created by the brand. The site is
entertaining and in some ways like a maze or a game. Viewers have endless options of content
to view and beautiful design to look at. The content on the website includes details about the
founders of the company, the products, special love for the local San Francisco culture, and an
homage to incredible women who use Benefit Cosmetics. There is an overwhelming amount of
information but it all serves a purpose.
reginafelice.com 2013