Benefit Cosmetics Promo, Case study GLAMOURIETY by DDB Remedy San Francisco

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GLAMOURIETY

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Industry Cosmetics & beauty products
Media Promo & PR, Case study
Market United States
Agency DDB Remedy San Francisco
Copywriter Daniel Mabe
Producer Rebecca Rivo
Released June 2012

Credits & Description

Category: Internal Communications
Advertiser: BENEFIT COSMETICS
Product/Service: BENEFIT COSMETICS
Agency: TRIBAL DDB SAN FRANCISCO
Agency: PAUL WILMOT COMMUNICATIONS
Chief Creative Officer: Lisa Bennett (DDB San Francisco)
Director Of Content Production: Frank Brooks (DDB San Francisco)
Copywriter: Daniel Mabe (DDB San Francisco)
Account Director: Jenny Leonetti (Tribal DDB San Francisco)
Director/Writer: Georgie Greville (Legs)
Director/Writer: Geremy Jasper (Legs)
Executive Producer: Adam Joseph (Legs)
Brand Creative Advisor: Shannon Clemence (Benefit Cosmetics)
Executive Brand Director: Regina A. Flanagan (Benefit Cosmetics)
President: Mike Parker (Tribal DDB)
Producer: Rebecca Rivo (Legs)
Director Of Photography: Ken Seng
Production Designer: Sue Tebbutt
Senior Producer Animation: Herve Lopez (Mr. Hyde)
Editor/Sound Design: Paul Snyder
Music: Jason Binnick
Choreographer: Ryan Heffington
Owner: Paul Wilmot (Paul Wilmot Communications)
Partner: Hampton Carney (Paul Wilmot Communications)
Media placement: Internal Communication - Bimbo's NIghtclub, SF, CA - 12 March 2012
Media placement: Meida Event - Tribeca Film Festival, NY, NY - 25 April 2012
Media placement: Internal Communication/Media Event - CGV Cinema, Seoul Korea - 21 May 2012
Media placement: Internal Communication/Media Event - Peninsula Hotel, Hong Kong - 24 May 2012
Media placement: Internal Communication/Media Event - BAFTA, London, UK - 18 June 2012
Media placement: Internal Communication/Media Event - Le Grand Rex, Paris, France - 21 June 2012
Summary of the Campaign
Challenge:
Create a piece of communication that immerses Benefit Cosmetics' 2,000 employees and managers all over the world in the nature and origins of the brand.
Objectives:
Capture and communicate the attitude and personality of the brand to these global managers and employees so that they understand they are doing much more than selling lipstick and blushers.
Strategy:
Combine company history with contemporary content to create a feature film in the style of a variety show that paints a cohesive portrait of the brand’s sensibilities and personality.
Execution:
Rather than create an expected 'corporate video' or a traditional fashion industry documentary, we created a long form film in the mould of a classic 1970's style variety show. 'Glamouriety' showcases Benefit's unique combination of glamour and variety by featuring the many different influences, stories and products that combine to make Benefit Cosmetics a true original in the cosmetics world.
Outcome:
After a successful launch in the United States with premières in San Francisco to 250 employees and in New York at the Tribeca Film Festival, Glamouriety was then unveiled in multiple global cities such as London, Paris, Sydney and Seoul, to 95% of the 2,000 employees via a travelling road show.
The Situation
Having been recently acquired by Louis Vuitton Moet Hennessey (LVMH), Benefit Cosmetics needed to ensure their current employees that the unique Benefit personality that made it a success would not be changing. They also needed a piece of communication that could be shown to new employees in their new global markets that would be able to convey the personality of the brand while also telling the story of Jean and Jane Ford, the company’s founders.
The Goal
The goal of the campaign was to create a compelling piece of communication that could convey all of the necessary information, while still acting as an entertaining showpiece around which a travelling road show could be constructed. The target audience included retail employees and managers in the United States and from several countries around the world, as well as the top executives at Benefit Cosmetics and LVMH. In addition, key members of the press were invited to events such as the screening in New York at the world famous Tribeca Film Festival.
The Strategy
Benefit is unique in the cosmetics world for the way in which it approaches beauty: no airbrushed models, no overly serious take on the world of fashion. Instead, it embraces the quirky, kitschy and light-hearted side of make-up. It embraces the variety of its customers, and offers them a variety of fun products in return. We knew that the unique spirit and voice of Benefit Cosmetics and its founders had to come through loud and clear. Its personality needed to be conveyed to employees in countries as far away as Korea and Russia where Benefit is a new brand. The true story of the founding of the company was interesting and compelling on its own, but it needed to be served up in a way that reflects the overall aesthetic of the brand and would inspire and motivate the very people that represent it.
Execution
We knew if our employees could fully experience the brand's history and sense of humour, it would become a deeper part of our culture, and ultimately contributing to a stronger brand. We took 30 years of folklore and turned it into a long form variety style show consisting of original music, dance numbers, animated shorts, cross-dressing farmers, singing strippers and talking mannequin heads.
The film was first screened in San Francisco where it all started with over 250 employees. It then premièred to beauty editors and fashion press in New York during the Tribeca Film Festival. After meeting with tremendous success in the U.S., the film premièred in global cities where Benefit boutiques had recently opened (Seoul, Shanghai, London and Paris.) It is now the centrepiece of a travelling roadshow that continues to surprise and delight the 2,000 employees and managers across the globe.
Documented Results
The response was overwhelmingly enthusiastic at the film’s first showing in March 2012 to 250 employees in San Francisco. It was then screened during the Tribeca Film Festival in New York in April. Glamouriety then became the centrepiece of a travelling road show making stops in Shanghai, Seoul, London and Paris. By the end of 2012 it will have been seen by 95% of all employees. Employees and managers have been inspired and possess a new-found appreciation and respect for the brand.
“In all my years in beauty I have never experienced such a unique and wonderful company event.”
"A fabulous way to celebrate our brand. It made me proud to be part of Benefit!"
“The film demonstrated the history and staying power of our brand.”
"There is no way I could have imagined planning our country roll out without having experienced the Glamouriety premiere. "