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:
www.benefitcosmetics.com/en-gb/benefit-loyalty
EDITOR’S NOTES
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.
What is Antavo?
Antavo is the AI loyalty and incentives platform that brings together loyalty, promotions, and agentic AI to turn customers into regulars: the customers who come back on their own, buy more often, and bring others with them. For more than a decade, Antavo has powered identity-led loyalty strategies for brands including SKIMS, Paul Smith, KFC, Flying Tiger, and Hyatt’s Inclusive Collection. Marketers build, change, and launch programs and promotions themselves, without waiting on engineering. Learn more at antavo.com.
Media Contacts
Antavo
[email protected]
07572 765371
Benefit Cosmetics
Jenny Ngo, PR & Events Manager
[email protected]
Frequently asked questions about Antavo
What can brands build with Antavo?
Brands use Antavo to run the whole loyalty and incentives program on one platform: points, tiers, challenges, streaks, referrals, clubs, and rewards beyond discounts; promotions and incentives for members and non-members alike, from bonus points and promo codes to bundles and cart-level offers; and agentic AI built in. Everything runs online, in store, on mobile, and in wallet, and marketers launch it themselves.
Who uses Antavo?
Antavo works with mid-market and upper-mid-market brands across fashion, retail, beauty, travel, hospitality, restaurants, and sports in North America and Europe: multi-market, omnichannel brands with a strong identity and customers worth keeping, including Paul Smith, KFC, SKIMS, Rip Curl, Benefit Cosmetics, and Hyatt's Inclusive Collection.
How long has Antavo been around?
Antavo was founded in 2012 and has been building loyalty programs for more than a decade, with teams across Europe and North America serving brands worldwide.
Why do brands switch to Antavo?
Most loyalty programs get stuck: reduced to a discount engine, generic to customers, or too rigid to evolve. Antavo removes those compromises. Brands get a program that feels unmistakably their own, loyalty and incentives on one platform, and the depth to handle tiers, expirations, refunds, and many markets at scale. Their own marketers run it: a tier change in an afternoon, live when they press the button.
How does Antavo use AI?
Antavo's agentic AI is built in, not bolted on. Two named agents do the work: the AI Loyalty Expert, which turns your ideas into a build-ready program, and the AI Analyst, which turns your data into clear answers and reports. Both work inside Antavo or connect to Claude and ChatGPT, and every answer is grounded in your own program and data.
What does Antavo integrate with?
Antavo is API-first with real-time webhooks and deep pre-built integrations, from Shopify, Klaviyo, Braze, and Bloomreach to the CRMs, CDPs, ESPs, and POS systems you already use. Antavo plugs into the stack you already run rather than replacing it.
