Benefit makes honest appearances

Benefit Cosmetics has launched a two-week guerrilla advertising campaign called the Honest Cruisers as part of its branding exposure initiative and to promote its product, the Real Mascara.

From 10 February until 24 February 201, Benefit will send its ‘walkers’ and ‘Honest Leah’ girls around town in the Klang Valley, Sunway Pyramid, Mid Valley and the Golden Triangle areas to promote its Real Mascara product.

The Honest Cruisers campaign, which targets women aged 18 to 35, also features three pink Perodua cars with ambient advertising.

“The idea behind Honest Cruisers is to inform people that girls don’t have to put on fake lashes to attain real, gorgeous lashes,” marketing manager Hwa Yee told A+M.

Participants are required to “like” Benefit Cosmetics official Facebook page and post an “Honest Lia Confession” on Facebook to get a sample of its products.

According to Hwa Yee, Benefit has chosen to use ambient advertising and social media as the brand does not advertise on conventional media such as print and TV.

For this campaign, Benefit Cruisers has roped in Ambient Media as the media agency.

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