How Benefit Cosmetics Uses Organic vs. Paid Social - eMarketer
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eMarketer Interview

How Benefit Cosmetics Uses Organic vs. Paid Social

Preview from eMarketer PRO

An interview with

Janine Nguyen

Assistant Manager, Digital Marketing, Benefit Cosmetics

Topics: AdvertisingMarketing

Interview summary

Angela PurcaroSocial Media ManagerBenefit Cosmetics As brands struggle to find the right mix of organic and paid campaigns on social media, Benefit Cosmetics has found an approach that works: Organic social media marketing is critical, supported only occasionally by paid efforts. Benefit’s assistant manager of digital marketing, Janine Nguyen, and social media manager, Angela Purcaro, spoke with eMarketer’s Maria Minsker about how the company established an effective combination for organic content and paid ads.


eMarketer: There’s an ongoing debate about the value of organic social media marketing vs. paid advertising on social media. Where does Benefit stand on this issue?

Angela Purcaro: We balance both. We try to use paid advertising for big moments in our marketing calendar, because we do have a limited budget. Meanwhile, we leverage organic in a way that’s always-on and aligned with paid campaigns.