Antavo’s cover for its news article about the launch of the Benefit Loyalty Program.

Benefit Personalises Its Loyalty Program – Powered by Global Scaleup, Antavo

June 21, 2023

London, UK – Benefit Cosmetics UK  has put customers at the centre of its first heart-filled loyalty program, Benefit Loves, by creating a customer centric app to help enhance the Benefit brand experience and build on a mobile-first approach to engagement. 

Benefit Loves is a free to join reward programme where members can earn “hearts” with rewards for a variety of actions such as shopping at Benefit boutiques or making online purchases. They will also earn rewards for non-transactional actions such as opening the app, referring a friend, or booking a beauty service. In exchange for hearts, bespoke rewards are available including free products, mini treatments, and beauty masterclasses, as well as access to VIP events, exclusive previews, and early access to sales.

Benefit Loves is built with customers in mind, making shopping accessible for all and providing an easily on-the-go treatment booking system. Customers get a bespoke and completely personalised experience so they can select the beauty products they are interested in and have the chance to enter regular competitions and win prizes.

The programme has launched to Benefit’s online customers and instore at the 6 Benefit-owned UK stores, with plans to potentially extend the scheme in the future.

The Benefit Loves app provides a new channel for new and existing customers to interact and discover Benefit in the palm of their hands. Boosting customer satisfaction and connecting with our customers, by rewarding them with every interaction and engagement within the app. The tailored experiences help connect us with our customer’s bespoke shopping habits and improve loyalty rewards.

“Benefit was built on the belief that beauty should be fun and make everybody feel good, creating a beauty community for all. This is why we wanted a platform provider like Antavo that was flexible and enabled plenty of exclusive and engaging features for everyone. With their help, every interaction for our program members invites them to have fun and inject bursts of joy.” Sarah Harbon, General Manager, Benefit Cosmetics UK

“We felt an instant connection with Benefit cosmetics, as we both believe that meaningful and lasting experiences are the key to making customers happy and most importantly, loyal. We feel well placed to be the engine behind Benefit Loves, a loyalty program that focuses on brand love in all of its aspects.” – Zsuzsa Kecsmar, Chief Strategy Officer at Antavo 

For more information on the Benefit Loves app, visit: 

About Benefit Loves

1 heart is rewarded for every £1 spent and can be redeemed against the rewards 

Hearts have no monetary value.  

The Benefit Loves app is available in the UK on iOS and Android

About Benefit Cosmetics

Benefit Cosmetics is the #1 Prestige Brow Brand Worldwide and is synonymous with fun, instant beauty solutions. Here in the UK, Benefit Cosmetics is the #1 Prestige Brow Brand, Mascara brand, Primer brand, and Cheek Brand, with iconic much-loved products such as Hoola Bronzer, They’re Real Mascara, Gimme Brow+ and POREfessional Primer dominating make-up bags up and down the country.  Founded in 1976, by twin sisters Jean and Jane, the beauty brand is one of the fastest growing prestige beauty brands in the business with locations in 59 countries across 5 continents. With more than 3,000 Brow Bars with over 6,000 aestheticians worldwide, Benefit has become the brow destination for both product and service! Benefit is part of the world’s leading luxury products group, LVMH.

About Antavo

Antavo is an Enterprise Loyalty Cloud, providing best-in-class technology to manage experience-based, paid, and lifestyle loyalty programs online, in-store, or on mobile – connecting brands to their customers in a more impactful, embedded way. 

Antavo’s no-code, API-centric platform empowers loyalty and marketing teams to run fully custom programs and manage them internally, without IT help. The company invests 60% of its revenue into its product and issues quarterly product releases. 

Antavo is a unique cloud, pure-play loyalty technology vendor recognized by Forrester, Gartner, Loyalty360, and is the preferred choice for loyalty consultants, agencies, and system integrators. Antavo’s global clients include BMW, KFC or Kathmandu and global businesses in air travel, pharma and fashion. For more information, visit

Media Contacts

[email protected] 
07572 765371

Benefit Cosmetics
Jenny Ngo, PR & Events Manager
[email protected] 

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