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Benefit Loves...

Benefit Cosmetics, the UK's No.1 Prestige Makeup Brand and the World's No.1 Brow Brand wanted to deepen the relationship with its customers with a unique loyalty experience. Going beyond a simple earn and burn scheme, they wanted to add value for the users and the business across sales, content and experiences

iOS / Android


CX / UX / UI

The challenge

Benefit Cosmetics is a global brand, present in over 40 countries. Our biggest challenge was integrating into a complex set of back-end platforms including Bloomreach for CRM, Contentful for CMS and Antavo for Loyalty to deliver a slick and responsive 360 loyalty experience.

The aims of the loyalty programme are to increases customer lifetime value, increase brand warmth and provide our valuable customers with increase and more relevant value. 

What we did

Taking the existing loyalty strategy and customer psychographics , we created a set of hypotheses. These were testing in a series of workshops to define the high-level user needs and translate them into a series of job stories. Information structures, features and functionalities were sprinted and scored using heatmapping and value scoring. 

We then ran a series of design sprints to test and finalise the app structure and the nomenclature, the information design and some initial interaction design ideas. At the same time, work on the different APIs and back-end architecture allowed the app to create a true 1-2-1 customer experience, capable of delivering specific and unique content and rewards to the right customer at the right time.

The results

The app launched in 2023 and has been making significant progress in both user numbers and increased spend per user. Check back here soon for more detailed results.

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