Benefit hails success of Brow Collection at Dubai Duty Free

Benefit Cosmetics has reported a dramatic growth in sales at Dubai Duty Free since the launch of its Brow Collection earlier this year.

According to the brand, sales at the end of May 2016 were up +300% compared to the previous year.

Time to brows: the launch of the Benefit Brow collection in Dubai International Airport
Time to brows: the launch of the Benefit Brow collection at Dubai Duty Free

Sales of the Brow Collection are said to account for 25% of sales in Dubai Duty Free, where Benefit Cosmetics has been on shelves since 2013. The brand said it expects the Brow range to continue to help it gain additional market share.

The brand’s bestselling products are Benefit Gimme Brow; Benefit The POREfessional 44ml; Benefit The POREfessional Travel Trio; Benefit They’re Real! Liner & Mascara Set and Benefit Watts Up! Highlighter.

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The podium at the activation was characterised by Benefit’s signature playfulness

According to Benefit, is has its sights set on reaching the top three make-up brands at Dubai Duty Free and hopes to proceed step-by-step to the lead position.

Benefit’s core customer demographic at Dubai Duty Free is 20 to 35 year-olds from the GCC (Saudi Arabia, Kuwait, UAE, Qatar, Bahrain and Oman), Europe and Asia.

 

 

 

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