3-day
research programme
Consumer · Conversion and loyalty
Decoding Beauty Switching and Loyalty with Benefit Cosmetics
30
recent switchers
UK & US
markets
3-day
research programme
30
recent switchers
UK & US
markets
The challenge
Identifying why shoppers drift between mass and prestige brands
Benefit Cosmetics is a market leader in the prestige brow and mascara categories, but their audience is highly susceptible to switching between mass-market and high-end brands. We launched a targeted three-day research programme engaging 30 users across the UK and US who had recently switched between mass and prestige products, to identify the social, functional, and emotional triggers that prompt a customer to leave or stay.
Project context
Industry
Cosmetics
Solution
Conversion and loyalty
Markets
UK, US
Participants
30 recent switchers
Methods
Visual storytelling, structured discussion, competitive audit
The approach
Unpacking beauty routines through visual storytelling
Participants spent 20 minutes a day sharing their beauty routines and showcasing their current collections through image uploads.
Trigger analysis
Through structured discussions and storytelling, we explored the primary motivators behind their choices and the broader social media context that facilitates switching.
Competitive audit
Participants conducted a competitive audit of top prestige brands on our platform, giving Benefit a clear view of their standing against the wider landscape.
The result
Building offensive and defensive loyalty strategies
This work uncovered the performance pillars: versatility, ease of use, and formula longevity, that drive loyalty or brand switching. By understanding these drivers, we helped Benefit develop actionable defensive strategies to retain current fans and offensive tactics to attract mass-brand shoppers to trade up to Benefit's prestige range.
Keep reading
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