Benefit Cosmetics and Starbucks Team Up for a Friendly Venture
Jana Pijak — January 20, 2016 — Marketing
Benefit Cosmetics and Starbucks are joining forces to launch a collaborative #bestfriends campaign while offering free coffee and makeup samples to Benefit boutique locations. Launched across the UK, this partnership appeals to female millennial consumers with a love of makeup and coffee.
While Starbucks is one of the most influential brands to target millennial audiences, Benefit Cosmetics is known for its playful marketing approach that includes vintage graphics and a vibrant brand identity. This joint Benefit Cosmetics and Starbucks partnership celebrates two iconic rituals that women practice at the start of each day -- a morning cup of coffee and the act of putting on makeup.
Boasting samples of both new makeup products and Starbucks coffee, the #bestfriends campaign invites participants to collect a limited edition coffee sleeve that they can redeem at their local Starbucks for a 2-for-1 drink offer. Those visiting Starbucks locations can collect a branded coaster that is redeemable at Benefit boutiques in exchange for a free makeup sample.
While Starbucks is one of the most influential brands to target millennial audiences, Benefit Cosmetics is known for its playful marketing approach that includes vintage graphics and a vibrant brand identity. This joint Benefit Cosmetics and Starbucks partnership celebrates two iconic rituals that women practice at the start of each day -- a morning cup of coffee and the act of putting on makeup.
Boasting samples of both new makeup products and Starbucks coffee, the #bestfriends campaign invites participants to collect a limited edition coffee sleeve that they can redeem at their local Starbucks for a 2-for-1 drink offer. Those visiting Starbucks locations can collect a branded coaster that is redeemable at Benefit boutiques in exchange for a free makeup sample.
Trend Themes
1. Collaborative Marketing - The collaboration between Benefit Cosmetics and Starbucks demonstrates the trend of brands teaming up to create unique and appealing campaigns.
2. Experiential Marketing - The #bestfriends campaign combines the experience of enjoying a cup of coffee with the opportunity to try new makeup products, tapping into the trend of creating immersive brand experiences.
3. Cross-industry Partnerships - The partnership between Benefit Cosmetics and Starbucks illustrates the growing trend of companies from different industries joining forces to tap into new customer segments and expand their reach.
Industry Implications
1. Beauty and Cosmetics - The beauty industry can explore collaborations with coffee brands to offer unique promotions and create a buzz among their target audience.
2. Food and Beverage - Coffee companies can seek partnerships with beauty brands to create joint campaigns that enhance the coffee-drinking experience and attract new customers.
3. Retail - Retailers can explore strategic partnerships with complementary industries to provide customers with added value and exclusive offers, as demonstrated by the Benefit Cosmetics and Starbucks collaboration.
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