Benefit revamps global website

New mobile-friendly e-commerce sites launched with user-generated content

Benefit Cosmetics is revamping its existing e-commerce offering, in a bid to solve the evolving needs of its customers.

The LVMH-owned beauty brand has unveiled new websites in the US, UK, France, Germany and China, and plans to introduce new sites in 40 more countries — including Singapore, Cambodia, Canada, Brazil, Saudi Arabia, Russia and South Africa — over the next three years.

With 45% of the brand’s traffic coming from mobile, the first major step for Benefit is to make their websites responsive on mobile devices. Each site will be tailored to the country’s local language and currency.

“Consumers absolutely want to know how much a product costs when they’re researching. We see constant requests to provide pricing on our social channels,” explained Valerie Hoecke, Senior Vice President of Digital at Benefit Cosmetics. “One of the hottest regions for growth in 2015 was the Middle East. Europe is also growing quickly, despite a weaker economic environment.”

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