Benefit Cosmetics Launches NEW Website Experience!

You're just a click away from the ultimate online beauty experience with Benefit Cosmetics!

Aug 18, 2011, 06:00 ET from Benefit Cosmetics

SAN FRANCISCO, Aug. 18, 2011 /PRNewswire/ -- Benefit Cosmetics, the San Francisco based free thinking & free spirited beauty brand known for its creative packaging, irreverent names and instant beauty solutions, is launching its new global ecommerce site today. The robust site will serve as a powerful brand awareness and sales tool.


"Benefit is uniquely focused on providing quick & easy solutions to every beauty dilemma, and serving those solutions up with a dose of humor and a wink. This project is all about aligning our web presence with that focus. We wanted to make it easier for our customer to navigate and shop for the solutions she needs, while serving up a whole lotta' beauty school content," says Valerie Hoecke, VP, Digital Experience & Commerce.

Each page of the new site is designed to be an exuberant expression of Benefit's playful & humorous brand personality. It celebrates the brand's iconic mannequins, thought bubbles, and words of wisdom, with key San Francisco visual elements that hearken back to Benefit's home woven throughout.

The new site incorporates many website usability best practices including larger-than-life product imagery and graphics to highlight Benefit's creative packaging & irreverent names.  Predictive search and an ability to preview search results make it easy for our customers to find our wittily named products, helpful how-to videos and customer product reviews. House ad campaigns and graphical messaging supported within menu navigation allow Benefit to surface highlighted content to visitors. The ability to personalize graphics displayed based on customer segments, including customer purchase behavior and site visitor type, will improve relevance and conversion. A playful "Buy Me!" button is displayed everywhere to invite strong shopping conversion.

"One of our promises is quick and easy beauty solutions, and our website has to provide those too," says Hoecke. An easy 2-step checkout process delivers. Benefit Facebook, Twitter & YouTube brand pages have been integrated to connect customers with the brand's social communities. Benefit launched a new site in China on the same global platform in April, and plans to launch additional new sites in the UK, Europe and Korea over the next 18 months.

You're just a click away from the ultimate online beauty experience with Benefit Cosmetics (!

CONTACT: Juliette Freedman, +1-917-254-7181,

SOURCE Benefit Cosmetics