How Benefit Cosmetics made a big impression with a £3,000 video budget

Despite fierce competition in the premium beauty market Benefit Cosmetics does not advertise in the UK. Instead, the brand focuses its attention on creating mutually beneficial partnerships with publishers and genuine relationships with bloggers – who are also unpaid.
As a brand that does not advertise, Benefit’s ability to spark conversation is vital. In the third instalment of Marketing Week’s shoestring marketing series, the brand’s outgoing marketing director for UK