Third & GroveThird & Grove

Benefit Cosmetics

Pink powder cosmetics.

Unapologetically bold, beautiful and now ready for the global stage

Despite defining the makeup and skincare industry for over 40 years, Benefit still believes that laughter is the best cosmetic. When you consider the engagement with fans, it’s no wonder that the team has won over hearts across the country. And now, the globe.

Benefit needed a digital experience as gorgeous as them that could keep pace with the explosion of their brand. The brand-driven experience is a hub and spoke model which makes it simple for the central marketing team to seamlessly operate online stores in more than 40 countries.

iPhone showing benefit cosmetics site.

A platform that can scale the globe

Any online commerce company worth its margins prioritizes speed and security. Benefit’s platform is optimized to deliver on growing customer expectations and shortening attention spans — all the while protecting sensitive customer data.

Pink lipsticks lined up on yellow background.

Behind the scenes, Drupal handles the content and rendering, while Hybris takes care of the commerce and back-office integration. The headless combo manages content easily, offers strong support for running sites in multiple languages, handles the peak traffic load of a major cosmetics brand, and allows for heavy integration with an enterprise back-end system.

It’s a rare opportunity that an agency like TAG can fit in so well with our in-house team.

—Steve Reichgut, Director of Engineering and Web Operations, Benefit Cosmetics

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