Benefit Cosmetics used Bloomreach Engagement to personalize and autonomously deploy its “Blush Launch” omnichannel campaign, which combined email, lead generation, and weblayers. Email marketing in particular played a major role in this campaign, guiding customers in their shopping journey with Benefit after acquisition through other channels.
The campaign was split into three sections: pre-launch, launch, and post-launch. Each section had different objectives (driving launch awareness, recruiting new customers, and supporting sell-through), and thanks to Bloomreach’s agentic AI-powered platform, Benefit ensured that every touchpoint in the campaign was tailored to each recipient.
Using Bloomreach, Benefit Cosmetics segmented its customer audiences, splitting them up into previous buyers, VIPs, and customers who opted in for the waitlist. Four pre-launch emails were sent to set the scene for the campaign, drive excitement for the new launch, and push people to sign up for the waitlist.
When the campaign launched, Benefit’s creative marketing mindset and incredible products, combined with Bloomreach Engagement’s customer journey orchestration, proved to be the backbone of the campaign. Benefit was able to understand every customer’s unique journey and use those insights to inform their next campaign touchpoint.
Plus, Benefit’s marketing team was able to gather valuable and detailed insights from the launch to inform its broader marketing strategy. Using the custom reporting and analytics tools in the Bloomreach platform, they reported on the end-to-end success of the launch across channels rather than relying on complex business analytics tools or Microsoft Excel.
Ultimately, Benefit was able to attribute leads and orders to the right channels thanks to our all-in-one solution, and could make an educated decision on where to invest to optimize future campaigns.
