#BenefitBrows Challenge

Benefit Cosmetics is a leading global makeup brand. For its line of cosmetics, marketing efforts, and interactions with its target audience, fun is a key factor that distinguishes the brand.

What was the #BenefitBrows Challenge?

Benefit Cosmetics planned to increase awareness for its latest product release, the new Brow Microfilling Pen. To meet this goal, Benefit partnered with different Gen Z and Millennial creators that aligned with the brand’s emphasis on diversity, empowerment, and authenticity.

With the help of Vamp, Benefit’s agency, the brand created the Benefit Brow Challenge. It required creators to do a brow dance, while featuring the Brow Microfilling Pen, set to original music produced by Benefit Cosmetics.

TikTok influencer Millie T took part in the #BenefitBrows challenges promoting the new #MicroFillingPen.

Why the #BenefitBrows Challenge Worked

Benefit Cosmetics launched the videos for their Benefit Brow Challenge, which highlighted the benefits of the Brow Microfilling Pen, in a synchronized fashion.

Working with multiple creators and launching multiple videos simultaneously maximized the campaign’s reach and engagement. The challenge was also fun for the users, making it easier to gain some traction.

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