Having a Social Styleguide is extremely new territory for most brands and the majority of them do not have one. In today's digital world it is increasingly more important that a brand establish rules for content and set forth guidance to all brand advocates on how to utilize the vast number of ever-changing social platforms. As the global digital team with over 20 Benefit Cosmetics markets we deemed it important to put this together to be used as a vital tool.

The styleguide was delivered in conjunction with a variety of social assets and templates for brand enhancement and maintenance. This was followed up with a quarterly "Global Digital Asset Audit" to see what all the markets were indeed publishing in their channels and assure they were using branded content only. The guide and assets were then regularly updates as per the evaluated market needs. 

Storytelling, Teasers and "Tips & Tricks" Videos

It's showtime for our crazy cast of characters! When a new product launches at Benefit Cosmetics there is an entire power visual toolkit for that product with a rich story. For these launches the digital team creates longer storytelling videos, product attribute teasers and 15 to 30 second shorts. Another final but important note is that most of the talent showcased in these videos are professional comedians as they most closely are able to represent the brand DNA.“Wink!”

All videos entailed creative direction, scripting, model/talent choices, wardrobe, music, editing decisions and vendor selection if not shooting and editing in-house. I worked closely with producers and video shops to make sure Benefit’s brand and irreverent sense of humor shines through. 

Benefit Cosmetics YouTube Channel>

Benefit Cosmetics creates a good deal of content and campaigns specifically for brand enhancement. This San Francisco Style campaign content is more about brand DNA and style than product specific. Smart brands take a moment to tell a story not just promote product. What are the origins and story of your brand?

Vloggers, dancers and fashionistas unite in SF Style showcasing local artistic and digital talent from San Francisco. These gals have their fingers on the pulse of what makes the city of Benefit's origins tick. 

It wasn't easy to narrow down our picks of iconic & influential women who personify SF style. Get to know the fab eight we picked, as they answer a few questions about what makes San Francisco so...well, San Franciscan.

Meet these women for yourself>

Beautiful UX for Boutiques and Brow Bar Services

A huge part of LVMH's Benefit Cosmetics business model is their boutiques and brow bars. Benefit employees more estheticians than anyone else in the world shaping up over 200 million beautiful brows a year! Brows frame your face so people can take you more seriously. Benefit also offers a whole range of other services from spray tan to waxing.  

This is the parallax design approach for new Benefit Boutiques and Brow Bar services section on Benefitcosmetics.com and mobile. It links to the store finder and boutique booking.

View Live

Leading Branded Product & Model Application Photography

In 2010 Benefit Cosmetics had never historically done any traditional advertising even though they were a multi-million dollar LVMH company. There was little to no product of model application photography in existence as a resource for digital asset creation of any kind. Because of this the digital team was in dire need of high-quality product photograpy as well as tips & tricks and model application content. We set out to create our own from scratch and the digital team became THE leaders in the company for all types of product, model and video imagery. Here is a smattering of that work.

Making Social Easy

In today's digital world it is increasingly important that a brand establish rules for online social content and set forth guidance to all brand advocates on how to utilize the vast number of ever-changing social platforms. As part of the global digital team with over 20 Benefit Cosmetics markets it proved to be very important that all markets have social assets of all kinds for the many social platforms. While several of Benefit's markets have branded websites the majority of the markets do not. Therefore, having high-quality, brand DNA content for brand voice, events, contests and even day of the week are vitally important.

Here you will see the everything from the Benefit "Words of Wisdom" to product launch specific assets. "You get the picture Gorgeous!"

Benefit has a robust CRM email program for product launches, events, newsletters and replenishment.

In addition there is a welcome series to help familiarize new gorgeous ladies with the brand and profile settings to maximize personalized email management.

At Benefit not only do we have the over-arching brand DNA very important to all LVMH companies, but, we have elaborate mini-brands for each major product launch. Benefit only launches 5 to 6 new products or product franchises a year. This is very different from all other makeup brands. Therefore, when a new product is about to launch there is an entire power visual asset toolkit for that product with a rich story. 

With these sample emails you will definitely get a feel for the irreverence of the Benefit Cosmetics brand and all of the micro-brands that live under the over-arching Benefit umbrella. Each "A" product launch has a full range of digital assets created for that launch. 

Global Websites for A Luxury Beauty Brand

There are many digital needs for LVMH's Benefit Cosmetics luxury, beauty brand which surface in a variety of ways such as Get The Look, Tips & Tricks, Product Finders, Ratings & Reviews and videos. 

This is a showcase of a range of UX projects for Benefitcosmetics.com e-commerce, campaigns, brand content and new features. These programs would also surface on global websites, mobile and social hubs.

Benefitcosmetics.com>

Beauty ER Product Finder

What's your beauty dilemma? This dilemma-based product finder helps gorgeous women everywhere find solutions that will work for them. This is how you help shoppers find what to buy when they don't know what they need! All this accomplished with a healthy dose of irreverant humor to make solving beauty dilemmas fun for the gals everywhere.

This UX mimics the well known Google Image Search paradigm in that the middle of the apothecary opens up to reveal what magical beauty Fix-it's and Fake-it's are awaiting inside.

Solve your beauty dilemma! Benefit Cosmetics Beauty ER>

Leading Branded Product & Model Application Photography

In 2010 Benefit Cosmetics had never historically done any traditional advertising even though they were a multi-million dollar LVMH company. There was little to no product of model application photography in existence as a resource for digital asset creation of any kind. Because of this the digital team was in dire need of high-quality product photograpy as well as tips & tricks and model application content. We set out to create our own from scratch and the digital team became THE leaders in the company for all types of product, model and video imagery. Something else to note is that many of the models showcased here are Benefit employees. Here is a smattering of that work.

Benefit NEW Product Launches

At Benefit there exists not only the over-arching brand DNA which is vital to all LVMH companies, but, many elaborate mini-brands for individual product launches. Benefit only launches 5 to 6 new products or product franchises a year. This is very different from all other makeup brands. Therefore, when a new product is about to launch there is an entire power visual asset toolkit for that product with a rich story. These are examples of the tpyes of digital assets created for a Benefit "A" Launch.

Benefitcosmetics.com Beyond The Gloss>

Every cute gal is mirrored by a cute guy which plays out beautifully in the Benefit 2014 April Fools shenanigans. With the crazy new "bro" product line, manly tips & tricks and amazing new male services everyone does a double take! Another great example of what can evolve with cohesive ownership of creative direction, copy and content. 

Several serious inquiries from the press came into the Benefit PR offices wanting to know more about Benefit's new men's line! 

Once again Benefit expresses the perfect balance of charm and whit with the 2014 Mother's Day "Notes to Mom". Eat your heart out Hallmark! Wink.