Benefit Cosmetics Sent Ulta Shoppers on a Vacation
What’s new: Benefit Cosmetics ran a “Pink Dream” summer sweepstakes at Ulta Beauty awarding 10 winners $10,000 travel vouchers.
What we saw: A display fixture in stores stocking Benefit mascara, brow pens and the new Glow-La-La powder highlighter encouraged shoppers to spend $65 to receive a free gift and a code to enter through BenefitVacation.com for the chance to “win a prize or a trip to paradise.” Scratcher tickets containing the code were doled out along with a pink luggage tag with qualifying purchases from June 8 to July 5.
Every shopper who entered the sweeps received a prize, such as Benefit Cosmetics merch, a voucher for a free brow wax at Ulta or a BEIS luggage collection.
Additional support: Benefit and Ulta plugged the sweepstakes across Instagram, Facebook, TikTok and X, with Benefit working with beauty influencer Janette Ok for paid posts.
More context: Benefit regularly works with Ulta on promotions. In May, the brand partnered with beauty influencers Emilie Kiser and Avery Woods for a sweepstakes awarding two winners with a year’s worth of brow waxing services at Ulta. Woods and Kiser designed a set of Friends with Benefit charms that were given away with a $60 brand purchase at Ulta in March.
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
