How Benefit is reimagining the customer journey with AI

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Nearly five decades after launching with a brow bar and a wink in San Francisco, Benefit Cosmetics is still in the business of disruption. Its latest move is using artificial intelligence to evolve the customer experience while keeping the playful tone that made the brand iconic.

In May 2023, Benefit’s global CEO restructured the brand’s marketing operations and launched a new division called Connected Consumer. The goal is to create an end-to-end customer journey that is powered by data and AI but unmistakably Benefit. Instead of installing a tech leader, the company tapped a longtime brand marketer to lead the initiative.

“I’m a marketer, not a data person,” said Lou Bennett, Benefit’s global vp of customer strategy. “That was intentional. Our job is to bring AI to life in a way that’s not robotic.”

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