Benefit Cosmetic's assortment of eyebrow products.


DIGITAL REWARDS: Benefit Cosmetics is launching Wow Brows, the first eyebrow loyalty app in the U.K. The smartphone app allows Benefit customers to book appointments and collect loyalty stamps on their phones, for every eyebrow treatment they buy at Benefit brow bars. The company has 162 locations across the U.K. and Ireland and is known for specializing in brow services and products.

Launched at the beginning of December, the digital brow accessory helps clients locate their local branch, book appointments and keep track of their rewards.

Michelle Stoodley, head of digital marketing at Benefit, said the initiative was a way for the company to continue offering rewards to engage its customer, while moving away from traditional loyalty cards.

“Utilizing a mobile app was the ideal solution, plus it’s a device we know our customers carry with them everywhere. We are combining the popularity of our brow services with an easy booking system to reward our customers,” Stoodley said.

Using in-store tablets, app users can scan personal QR codes found on the app, to collect their reward after each appointment. Every treatment earns customers one stamp, with rewards beginning on the second visit. Two stamps earns a complimentary brow tint, which costs 11.50 pounds, or $14, whilst once completing a full page of 12 stamps, customers receive the “Gimme Brow” brow gel, which is the brand’s best-selling brow product in the U.K.

The app is available for free via the Apple Store and Google Play and has received more than 8,000 downloads since its launch.

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