Global Brand Transformation: the Case of Benefit Cosmetics

Authors

  • Irina Gennad’evna Gruzdeva Managing company «World of Finance»
  • Tamara Dmitrievna Lutoshkina Directorate of the Trademark «Benefit Cosmetics»

DOI:

https://doi.org/10.24412.2072-8042-2022-2-23-26

Keywords:

brands, DNA-brand, branding strategy, branding transformation, brand promotion, beauty market

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.

Author Biographies

Irina Gennad’evna Gruzdeva, Managing company «World of Finance»

Place of work, post: Managing company «World of Finance», Director of Development

Tamara Dmitrievna Lutoshkina, Directorate of the Trademark «Benefit Cosmetics»

Place of work, post: Directorate of the Trademark «Benefit Cosmetics», Marketing Specialist

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Published

2024-01-26

How to Cite

Gruzdeva, I. G., & Lutoshkina, T. D. (2024). Global Brand Transformation: the Case of Benefit Cosmetics. Russian Foreign Economic Journal, (2), 23–26. https://doi.org/10.24412.2072-8042-2022-2-23-26

Issue

No. 2 (2022)

Section

International trade