The Consumer

Our Consumers.

Our Benebabes are our favourite gals in the whole wide world, and our priority here at Benefit is to find out exactly who they are, what they want and what made them choose us!

Who are our Benebabes?

Our core customers are our gorgeous females, statistically aged between 20 – 45. However, ‘Benefit appeals to women (and some men) of all ages, whether they’re 15 or 85.’ (Farely, 2011). They are; working adults with a higher disposable income, students, beauty bloggers and vloggers, even younger girls who are still at school!

What do our gals want?

All our gorgeous gals out there, looking for a quick-fix for their beauty dilemmas, turn to us and we save the day. No matter what age they are, there is always something Benefit can help them with, whether that is the dark grey circles under their eyes, an annoying blemish that’s been on their forehead for what feels like forever, or a quick upper lip wax to get rid of those unsightly hairs. Our gals want luxury and convenience. They want to be able to feel glamorous and luxurious, and to know that the makeup in which they are wearing is of a high quality. Our consumers also want this in an easy-to-apply, quick to use formula that comes in a compact case, easily slippedninto a handbag.

Why Benefit?

Benefit realise that just because women want ease, convenience and speed in their beauty solutions, it doesn’t mean they have to be of a lesser quality, and cheaply made. We provide our consumers with a cosmetics line that can be quick, but also feels luxurious and glamorous to use. Our beauty services for our gals are confidence boosting, relaxing and reliable. It allows our Benebabes to get out of the house, work or college and escape to an oasis of calm where their mind can wander and revitalise for half an hour.

Where?

We make sure we can reach our Benebabes, wherever they may need us, whether that’s far out in the country side, or in the middle of a huge, cosmopolitan city. We channel our distribution through different networks; our boutiques, department stores, and online website.

Benefit Cosmetics have 3 core types of consumers.

We have our 13-17 year old category, who are girls that are in full time education at school, and would love nothing more than a fancy Benefit Gift Set from their mum or bestie for their Birthday!

We also have our young women who are usually on an apprentice wage, or still studying at university. These girls watch our vloggers daily and spend their money on luxuries like our Eyebrow Gels and Bronzers. They also love to have a girly trip to our stalls and boutiques to have their eyebrows done.

Our third core consumer is the young and middle aged woman who works full time and has a higher disposable income. They enjoy buying our beauty products regularly, to put in their handbag for work, and coming for a cheeky bikini wax before a nice vaycay somewhere hot!