Global Brand Transformation: the Case of Benefit Cosmetics

Irina Gennad’evna Gruzdeva and Tamara Dmitrievna Lutoshkina
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Irina Gennad’evna Gruzdeva: Managing company «World of Finance», Moscow, Russia
Tamara Dmitrievna Lutoshkina: Directorate of the Trademark «Benefit Cosmetics»

Russian Foreign Economic Journal, 2022, issue 2, 23-26

Abstract: This article is devoted to the history of Benefit Cosmetics, global cosmetic brand, selling in more than 30 countries. An accurate description of how Benefit Cosmetics created new branding strategy to appeal to younger Generation Z is presented. This article can be useful for the preparation of researches or essays on a topic regarding successful branding transformation and promotion under pandemic conditions.

Keywords: Brands; DNA-brand; branding strategy; branding transformation; brand promotion; beauty market. (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:alq:rufejo:rfej_2022_02_23-26

DOI: 10.24412/2072-8042-2022-2-23-26

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