DPEM In the News: Benefit Cosmetics Wanderful World Influencer Trip

From Event Marketer | Written by Kait Shea

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Influencer partnerships are fundamental to Benefit Cosmetics’ marketing strategy, so when the brand transported a group of its “Benebabes” to Hawaii for an influencer event promoting the launch of its Box O’ Powder blushes, it left no stone unturned. Nearly 60 global influencers from 18 countries were treated to four days of excursions, luaus, pool parties and meet-ups across The Four Seasons, Lanai, where product education was toned down and personalized moments were dialed up. The campaign tagline: It’s a wanderful world.

Upon arrival (after deplaning a private aircraft), influencers were greeted by Benefit director of brand outreach Maggie Ford Danielson and other staff in a welcome suite. During check-in, they received a COVID test, branded room keys and a glass of bubbly to get the party started. Then it was on to a hula-themed welcome party where the influencers got a chance to meet and mingle for the first time.

The Box O’ Powder launch took place on the second day of the trip with a performance by Aerial Arts Hawaii, which presented a custom-choreographed, Cirque-style performance during which each performer represented a shade of the new blush collection. The reveal was followed by a traditional Hawaiian luau dinner that included a hula and fire dancing show, a hula lesson and handmade Haku floral hair pins.

Throughout the influencer event, May 16-19, attendees were treated to a number of customized experiences, from massive room drops, to one-on-one brow consultations with Benefit’s global brow expert, to a gifting suite, to a content creation studio open nearly 24 hours a day, to myriad island excursions, like helicopter rides and horseback riding.

To wrap the event, Benefit gave each influencer the opportunity to release a Monarch butterfly with the help of Paradise Monarchs, a local organization committed to helping increase the wild population of monarch butterflies in Hawaii. The experience was part of Benefit’s broader sustainability strategy for the trip, which also included supporting local businesses. The night ended with an over-the-top, hot-pink-infused closing party featuring a dj, branded photo ops, aura photography and a Hawaiian shaved ice station.

Read more about the event and success tips from Benefit's Global head of PR & Communication at EventMarketer.