Why a loyalty app is the future of Benefit’s Brow business

Benefit’s eyebrow range is the biggest part of the beauty brand’s business and last year it launched a loyalty app for brow waxing giving it, for the first time, a view of how people are engaging with the service.
The ‘Brow Wow’ app has been up and running since last November, allowing people to book a waxing appointment at their local Benefit Brow Bar. For every wax the customer has, they collect a digital stamp and, based on how many they accumulate, are rewarded with e