Benefit Cosmetics launches interactive festive Instagram campaign

Cult beauty brand, Benefit Cosmetics, has developed an interactive Instagram campaign to celebrate the launch of its Christmas Sweet Shoppe gift set tins.

The new campaign, which launched at the end of last month, allows the brand’s fans to take a closer look at the range via an interactive festive village with an aim to inspire them ahead of the gifting season ahead.

Benefit is one of the first of its kind to leverage the social network’s native functionality and tagging features to create a truly interactive experience and gallery of users’ makeup looks. The result is an exciting space for consumers to explore the Christmas Sweet Shoppe tins and the products included via their very own profiles.

Every week a new, digital version of the Sweet Shoppe tins opens on Instagram with tagged content, redirecting consumers to each of the product’s own profiles. Just like any Instagram post, fans can simply tap the image to reveal the product tags and then tap a tag to be taken to that product’s profile. They can to find out about some of Benefit’s most iconic best-sellers such as the hoola bronzer and POREfessional primer.

As all of the Benefit products featured in the Sweet Shoppes have their own profile, fans areable to contribute to the accounts by uploading their own images and tagging the Sweet Shoppe’s products; creating a truly interactive and immersive experience.

For a chance to win one Christmas Sweet Shoppe gift set every week, Benefit is asking fans to tag their favourite make-up essentials in their photos. All they need to do is upload a selfie inspired by a Benefit product to Instagram and tag it. The @benefitcosmeticsuk account will then re-gram the best pictures to create a unique gallery of users’ looks, with the best one each week scooping the prize!