Benefit Turns to Influencers to Lift Cheek Biz

Hot off a successful influencer program surrounding the relaunch of its Brow Collection last year, Benefit Cosmetics is at it again. Meredith Foster and Teala Dunn — who have a combined YouTube and Instagram fan base approaching 10 million — have been tapped to headline the Benefit Cosmetics Road Trippin’ Cheek-to-Cheek campaign and launch of a new blush, Galifornia. On March 21, Cheek-to-Cheek content will go live on Benefit and partnering retailers’ social channels, with content hitting all in-store displays at Sephora, Macy’s and Ulta doors nationwide April 7. The goal of the campaign is two-fold: to launch new products into the range (Galifornia, Hoola Lite and Dandelion Twinkle) while also highlighting longtime cheek bestsellers such as Hoola bronzer and Dandelion. A Cheek Parade palette will also go on sale, which includes Galifornia, Hoola Lite, Hoola, Rockateur and Dandelion. The campaign won’t be news to the millions of fans of Foster and Dunn, though, as the two have been Instagramming, Snapping and YouTubing about the collaboration for months. To break it down: on YouTube, the best friends and roommates have 4.8 million and 673,000 subscribers, respectively, and on Instagram they have 2.4 million and 2 million followers, respectively. “Both have a fan frenzy in

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