The Official Shorty Awards Blog

Benefit Cosmetics Wins the Shorty Industry Award for Best Use of Twitter or Facebook for E-Commerce

Benefit Cosmetics’ Bazaarvoice Ratings & Reviews was awarded the Shorty Industry Award for Best Use of Twitter or Facebook for E-Commerce at the 3rd Annual Shorty Awards on Monday, March 28, 2011 in New York City.

Overview: Benefit Cosmetics, a global beauty brand based in San Francisco, uses Twitter and Facebook to encourage customers to review and promote its products. In April 2010, the company deployed a “Ratings & Reviews” application on its Facebook page created by technology company Bazaarvoice, which in social commerce applications. “Ratings & Reviews” lets fans rate and review products, share their own reviews with the Facebook friends and fellow Benefit Cosmetics fans. The application also places the reviews directly in the product page on Benefit Cosmetics’ website. Anyone who reads Benefit reviews on Facebook can click on the “buy now”  button for a product, which goes directly to the product page on Benefit’s site. The company also added a Q&A section on its Facebook page so users can get answers to their cosmetics questions.

Impact: Benefit has collected 1,734 reviews submitted via “Ratings & Reviews” for Facebook, and an additional 1,862 reviews submitted through the company’s website. Benefit Cosmetics sees a 10‐times‐higher click‐through rate for the “buy now” button on Facebook than the average online ad. Benefit has more than 174,000 “likes” on Facebook and 32,000 followers on Twitter.

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April 13, 2011