If you follow any beauty influencers on social media, you’ll be aware of the vast volumes of product they are sent by brands in the hope they’ll feature and tag them on their channel.
Not only does bombarding influencers with vast numbers of product inevitably create waste, but also, thanks to the trend for unboxing videos (where influencers film themselves unboxing products), the packaging these gifts come in is often overly elaborate.
Bubble-wrapped and tissue-papered boxes within boxes might look pretty on an Instagram story, but they’re hardly good for the environment.
On Tuesday, Benefit unveiled its solution to the waste and inefficiency: the ‘Brow Now’ button.
A button? Yes, indeed. A button that influencers can push when they need a refill of a product.
When pushed, the Brow Now button (which doesn’t need Wi-Fi to work) sends a text message to a Benefit rep that the individual needs a brow refill. The rep then contacts the influencer and ensures the product is delivered within a day.
Beautiful brows, quite literally at the press of a button.
As yet, the service is only being rolled out to US influencers, but a little birdie tells us it won’t be long before the Benefit buttons hit UK stores.
Buzzers at the ready!
