Benefit chooses TikTok UK as launch 'retailer' for new pore collection

By

Nigel TAYLOR

Published
Feb 22, 2023

Beauty brand Benefit Cosmetics has taken the TikTok route to give its British customer early access to its new Pore Care collection.

TikTok Shop UK will exclusively host its pre-sale offer from 24 February with beauty experts also providing advice on the site on how to use the products.

This will be followed by a launch in beauty retail giant Boots, both in-store and online from 28 February, ahead of the nationwide launch on 1 March, Charged Retail reported.

Social media is an increasingly important sales channel for style-related products and especially for the beauty sector.

TikTok senior director of e-commerce, Patrick Nommensen, said views of #skintok have reached 9.5 billion and “by using TikTok’s Live function, beauty lovers can hear directly from the experts on how to use Benefit’s new Pore Care range before buying it using our seamless checkout experience…. without having to leave the TikTok platform.”

Benefit Cosmetics marketing director UK & IRE Lou Bennett added: “The launch of Pore Care is hugely exciting. Pore Care is our response to exactly what our customers need, and deserve, and our innovation team have been working on this innovative, highly effective, problem-solving solution line for many years.

The new Pore Care line builds on the success of Benefit’s bestselling ‘porefessional’ primer, suitable for all skin types, and aims to provide “innovative multitasking solutions for your pore concerns in one place”.