Pure Beauty

Benefit launches e-outlet dedicated to flash sales and ‘last chance to buy’

By Julia Wray | Published: 11-Apr-2022

The Buh-Buy store, launching 14 April, will be a permanent fixture of the brand’s website

Benefit Cosmetics is making it easier for UK consumers to buy limited edition beauty goods before they’re gone.

The Buh-Buy store, a permanent outlet section of the LVMH-owned brand’s website, is dedicated to secret flash sales and last chance to buy limited edition Benefit beauty products.

Benefit’s new platform, which launches on 14 April, will host limited edition products and categories curated based on customer demand.

Categories in the Buh-Buy store include brows, eyes, face and accessories, as well as beauty value sets and limited edition kits.

According to the San Francisco-based beauty player, the concept aims to make shopping more accessible and easier for its UK customers.

“We wanted to offer our customers and long-time brand fans the opportunity to shop products easily and not miss the chance to buy their favourite and limited edition products that we will be saying goodbye to very soon,” said Ursula Casserly, Ecommerce Manager, Benefit Cosmetics.

To mark its launch, the first Buh-Buy store edit will feature an initial collection of full-sized Benefit Cosmetics hero products including Hoola Matte Bronzer (8g), Benetint Cheek & Lip Stain Original Size (10g), Boi-ing Hydrating Concealers, Brow Zings Pro Palettes and Gimme Brow+ Volumising Eyebrow Gel in jumbo size at discounted prices (up to 50% off).

No waste strategies

Benefit is not the only brand coming up with creative online methods of hooking customers up with products nearing the end of their time on shelf.

Earlier this year, microbiome brand Gallinée launched a waste prevention scheme selling products closer to the end of their shelf life on its website with discounts of up to 70% off.

The Gallinée Anti-Waste Operation was a response to the large quantities of beauty products in the UK destroyed as they approach the end of their shelf life.

Such schemes not only divert products away from incineration or a trip to the dump, they offer customers a way to get their hands on the products they love without breaking the bank.

According to the UK government, in the year to January 2022, domestic gas prices increased by 28% and domestic electricity prices by 19%, while supply chain bottlenecks and inflated fuel costs have resulted in consumer goods prices also rising, putting pressure on households.

Creative ways of reducing costs may help beauty brands retain the loyalty of embattled customers as the crisis hits.

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