Benefit launched two new products exclusively on Instagram and used Meta’s suite of commerce solutions to create buzz, increase sales and reach new customers before, during and after launch.
Twin sisters Jean and Jane Ford started a small makeup shop in San Francisco in 1976, which evolved into Benefit Cosmetics, one of the world’s leading beauty product manufacturers. The brand now has locations in 59 countries, with more than 3,000 BrowBars and 85 boutiques worldwide.
more sales on Instagram in March compared to year-to-date average monthly sales
of shoppers were new customers (had not purchased from Benefit’s shop on Instagram during the previous two years)
of brand's owned ecommerce sales during the first week of the product launches happened on Instagram
Benefit wanted to amplify the release of its two new makeup products—They’re Real Xtreme Liner and BadGAL BANG Waterproof Mascara—that it launched on Instagram by creating excitement ahead of launch day and maximizing engagement throughout the launch’s promotional campaign.
Building on a foundation of shopping success
Benefit Cosmetics had seen success on Instagram in previous product launch and holiday campaigns, and the team was ready to continue evolving its social commerce strategy on the platform. In preparation to launch the They’re Real Xtreme Liner and BadGAL BANG Waterproof Mascara, Benefit Cosmetics partnered with Meta to use more of its solutions across the shopping ecosystem in innovative ways to maximize buzz and connect with more new customers.
The brand used Commerce Manager to set up both product launches for the same day, and planned a live shopping event on Instagram to build more excitement. Leading up to launch day, the team promoted the event with teaser content on its feed and stories featuring the product launch tag and live scheduling feature, which allowed people to request to be notified when the product was available for purchase and when the live shopping broadcast aired. Benefit did not fully reveal the products during this pre-launch phase, opting instead to keep the details a mystery in the copy and imagery, showing close-up angles and abstract creative to build excitement and suspense.
Benefit also incorporated shopping partner permissions, enabling brand ambassador Maggie Ford Danielson to tag the products on her own Instagram profile to expand discoverability and reach. Maggie promoted the new products on launch day and throughout the week after the launch with posts to her stories. As an early testing partner of Facebook Affiliate, Benefit also saw affiliate creators tagging its new products and promoting the launch to their diverse audiences, which helped strengthen the brand’s messaging with social proof once the products were available for purchase on Instagram.
On launch day, the team broadcast the Instagram Live Shopping event from Benefit’s San Francisco headquarters. Maggie Ford Danielson hosted, speaking directly to viewers and responding to questions and comments as they came in. The team pinned the products onscreen as Maggie demonstrated each one and explained how to add items to their carts and purchase without leaving Instagram.
After the launch, Benefit continued promoting its new products by tagging them in content across its stories, feed and Reels. As with all Instagram Live events, the recording became available on the brand’s profile as soon as it ended, allowing shoppers who missed the 30-minute broadcast to watch on their own time and purchase the new makeup items from Benefit’s shop on Instagram.
At the conclusion of the launch week the team measured its results using data obtained from Commerce Manager and Benefit’s own ecommerce insights platform, which revealed:
- 2.4X more sales on Instagram in March compared to year-to-date average monthly sales
- 95% of shoppers were new customers
- 32% of brand's owned ecommerce sales during the first week of the product launches happened on Instagram