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COMPANY
An Interactive Advent-style Calendar
Benefit Cosmetics created and launched their own branded advent calendar with 24 daily locks to activate their audience and generate new subscribers.
2 Weeks
Creation Time
+500, 000
Experience Views
+75, 000
Subscriber Growth
The Challenge
The holiday season presents a major opportunity for beauty brands to connect with customers, but standing out during one of the busiest marketing periods of the year is no easy task. Benefit Cosmetics wanted to create a festive campaign that would give its audience a reason to interact with the brand throughout December rather than through a single campaign touchpoint.
The goal was to create an experience that could activate existing customers, attract new email subscribers, and build awareness across multiple European markets. With the campaign set to launch in 11 countries, Benefit Cosmetics also needed an engaging concept that could be created and rolled out quickly while keeping audiences coming back day after day.
The Concept and the Solution
The Advent Calendar was created with unique content under each lock, where customers could come back every day for a chance to win. Each lock contained different types of content, such as knowledge quizzes, video quizzes, interactive "what happens next" videos, and personality tests. The campaign was created in under 1 week, and it was published in 11 countries across Europe. The campaign's main objective was to gain new email subscribers, activate customers, and generate awareness.
The Result
Benefit Cosmetics' Advent Calendar successfully turned the traditional holiday countdown into a recurring digital touchpoint. By giving audiences new Interactive Content to explore every day, the campaign encouraged customers to return and continue engaging with the brand throughout the festive period.
Launched across 11 European countries, the experience generated more than half a million hits and over 75,000 subscribers. Combined with a production time of under one week, the campaign demonstrated how an interactive seasonal experience could be rolled out quickly across multiple markets while delivering strong engagement and subscriber growth.
About the Company
Benefit Cosmetics is a global beauty brand founded in San Francisco in 1976 by twin sisters Jean and Jane Ford. Known for its playful approach to beauty, Benefit offers a wide range of makeup, skincare, and beauty services, with a particular reputation for its brow products.
Today, Benefit Cosmetics operates in more than 50 countries with over 3,200 locations worldwide. The company has been part of LVMH since 1999 and continues to combine innovative beauty products with a fun and distinctive brand personality.
Company Facts
Industry
Beauty & Cosmetics
Retail
Consumer Goods
Company Size
+1000
Headquarter
San Francisco, California,
United States
Project
Interactive Advent-style Calendar
Related Interactive Experiences
Marketing Games
Seasonal Marketing Campaigns
Online Advent Calendar
Trusted by Leading Global Brands
Brands around the world use Dot.vu to create Interactive Experiences that drive engagement, lead generation, and measurable results.
“The Product Finder campaigns brought remarkable results for Superdrug. Conversion rates rose from an average of 3-4% to an impressive 12-13%, contributing to higher online sales.”
Darren Baker, Ecommerce Design Manager at Superdrug
“We launched our branded Interactive Experience across 11 European countries, generating over half a million hits and more than 75K subscribers. It was a highly successful campaign for us.”
Fabienne Vossen, Digital Media Associate at Benefit
“The Advent Calendar was a massive success for ColorStreet. The Interactive Experience got more than a million visits and brought more than 30 thousand leads.”
Hannah Park, Marketing, ColorStreet
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