2023

MASCARA BADgal BANG!

CRM

Influence

Miniature

For the festive season, Benefit Cosmetics wanted to showcase its iconic mascara and encourage consumers to incorporate its product in their beauty routines with a trial size version promoted through a campaign in collaboration with Fabian, the star Tiktok influencer.

65%

left a review

82%

Used the sample 3 times or more

46%

Made a purchase

The goal?

The objectives were twofold:
- Recruit new consumers via social media coverage to generate in-store traffic at Sephora with a gift redeemable in store.
- Engage the CRM database to boost online sales with a promo code.

Emphasising the "gift effect" before the holidays

The concept of gift-giving is strong in any e-sampling campaign, and it was important to emphasise that feeling during the holiday season.

The miniature format of BADgal BANG! mascara and the collaboration with Tiktok star Fabian were two very strong points for this campaign, but it was especially key to design a packaging capable of invoking the "WOW effect" to create a gift-like experience during the festive period. The personalised bubble envelope and leaflet were perfectly in line with the brand's universe.