We Are BMF
Made To Inspire
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Benefit Cosmetics

BMF, is an award-winning global experiential agency offering a variety of services across integrated marketing, including experiential strategy, design and production, sponsorship and partnership marketing, social media and influencer engagement, content creation, data and analytics, talent procurement and public relations. 

OBJECTIVE

Create a disruptive virtual event to launch Benefit Cosmetics latest product: They're Real! Magnet Extreme Lengthening Mascara. The mission: A share-worthy, highly-creative consumer-facing activation that not only catered to dynamic global audiences of ‘Benebabes’, but offered an exclusive, personalized experience only Benefit could provide.

ABOUT THE PROJECT  

For Benefit’s biggest product launch of the year, BMF created a press-worthy, global, virtual experience whereby attendees were taken on an immersive journey to the ‘Lash Factory’ to discover how Benefit is going to extreme lengths to deliver eyes that magnetize. 

The interactive Lash Factory web experience (available in 23 languages) welcomed guests to unlock the future of mascara – where science meets mascara at lash. 

Broadcast programming featured a performance by signer Ari Lennox, and interactive product reviews & demos by global influencers.

 

RESULTS

  • $16M
    Earned Media Value
  • 11M
    Social Impressions
  • 211K
    Instagram Filter Impressions within 24 Hours of Launch
  • 148K
    Unique Visitors from 188 Countries
  • 20K
    Live Attendees Day of Launch
  • 6K
    Live Chat Engagements

HOW WE COLLABORATED

Consumer Livestream Event / Creative & Motion Design / Global Integration / Microsite + Content Creation / Seeding Kits / UX & UI Design / Virtual Event Strategy / Virtual Platform / Virtual Event Production

"Benefit Cosmetics Invests in Virtual Event for Mascara Launch"

— WWD