Benefit Cosmetics has partnered with ODD, the creative agency that specialises in helping the world's best-loved fashion and lifestyle brands translate their ambitions into results, to introduce “The Great Browdini.” This fashionable wizard is a brow magician who, over the course of the day today, will respond in real time to Benefit’s Twitter audience on their eyebrow dilemmas. Benefit is asking its audience everywhere to share their brow selfies or questions on Twitter by tagging @BenefitUK and #BenefitBrows. The Great Browdini will respond to every tweet every five minutes with pre-recorded or live, personalised advice, featuring plaudits for the best brows, how to’s and links to recommended products.
“The Great Browdini” character is part of a campaign, developed by ODD, to launch the new Benefit Brow product range, comprising of thirteen new products and tools including Gimme Brow gel, Goof Goof pencil and the BrowZings shaping kit. The launch will be the biggest in the history of the Benefit brand. The Great Browdini will also be supported by video content across Benefit’s social channels, including Twitter, Facebook and Instagram. The best content generated by The Great Browdini will be shared as top tips montages and online tutorials. The Great Browdini, a sassy character with a trick up his sleeve for every brow, is played by Benefit’s Brow Trend expert, Mark Rogers. Benefit has released teaser content to key influencers as well as a pre-launch video to encourage participation and generate intrigue around the character.
“We feel the Great Browdini is the perfect way to educate, inspire and generate a wave of excitement around brows”
Nick Stickland, co-founder and Creative Director, ODD, said: “The team at Benefit always challenge us to create social campaigns that communicate a product’s features and benefits in a unique, disruptive and fun way. Today’s campaign will show just why Benefit are leaders in the brow category, showcasing their inimitable sass and style, with a little help from The Great Browdini.” Michelle Stoodley, Head of Digital Marketing at Benefit, added: “This is the biggest launch in our brand’s history so we wanted to be able to engage and excite our community and those beyond in a way we’ve not done before. We feel the Great Browdini is the perfect way to educate, inspire and generate a wave of excitement around brows.”