How Benefit Cosmetics Turned a Product Launch into an Event (and a Major Marketing Win)
Retail TouchPoints
FEBRUARY 10, 2023
In 1999, the company was acquired by Louis Vuitton Möet Hennessy , but perhaps its biggest brush with fame occurred in 1997 when Princess Diana made a surprise visit to the brand’s newly opened counter at the famed Harrod’s department store. Additional emails were sent to all Benefit customers on and after launch day.
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