The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 6th Annual Shorty Awards

Benefit Cosmetics

Finalist in Luxury Goods, Instagram


Our Instagram account visually celebrates what makes Benefit Cosmetics unique: a fun, lighthearted approach to beauty. Filled with beautiful product shots, LOL-worthy real-time content (like #SelfieOlympics & #StarbucksDrakeHands), how-to's, stop-motion videos and bold, uplifting quotes, it's become one of the top brand Instagram accounts in beauty & beyond. In September 2013, we introduced the ongoing #Realsies campaign to support our top-selling they're real!' mascara. We encouraged fans to snap a pic on Instagram of their beyond-belief lashes tagged with #Realsies for a chance to win a year's supply of the mascara. Since, thousands of women across the world have shared their #Realsies with friends on Instagram & our fans at a dedicated gallery microsite: It's a true-to-life testimonial of the mascara's dramatic effects, and a fun action rooted in everyone's favorite Instagram behavior: the selfie.Touted as the best Instagram account out of 85 beauty brands in L2′s 2013 Digital IQ Index, we're dedicated to creating beautiful, approachable and fun daily content that exudes our brand DNA for our audience of 500k+ Benebabes. But we don't just stop at content creation. One of our proudest roles on Instagram is the time we spend engaging with women in our own feed & throughout the luxury beauty sphere. From reposting inspiring product pics to giving random #fotd (face of the day) compliments, this interaction is what helps set us apart as an approachable, feel-good brand in the prestige beauty world. Our #Realsies campaign has surpassed expectations with more than 12,000 tagged photos to date—spanning from everyday gals to beauty influencers to lifestyle bloggers. It's an evergreen campaign we're looking forward to supporting throughout 2014 and beyond with regular influencer contributions. Benefit Cosmetics is the San Francisco-based makeup brand that believes laughter is the best cosmetic. Known for fun, instant beauty solutions, Benefit provides women with a playful, interactive experience that is truly unique, bold & girly. Benefit is one of the fastest growing prestige beauty brands in the business with over 4000 counters in 40 countries. Famous for Brows, Benefit has been arching, waxing & filling brows for over 35 years. With over 1000 Brow Bars & Boutiques worldwide, the brand has become the brow authority where girls in-the-know get brows on-the-go! Benefit is part of the world's leading luxury products group, Louis Vuitton Moet Hennessy.

Strategy and Execution


Entrant Company / Organization Name

Benefit Cosmetics


Entry Credits