#Benefit completely abandons online self-operated stores#[Too unexpected!Well-known brand announcement: three major online flagship stores closed at the same time!Hit models have been sold to the first place in the world, what happened?]#Benefit will say goodbye to online self-operated stores#There is still 1 day left in 2023, and the once smash hit American makeup brand Benefit recently announced that it will bid farewell to online self-operated stores. Benefit announced on multiple e-commerce platforms on December 28 that the brand's official flagship store will soon end operations, and services such as order receiving, customer service channels and membership rights redemption will be open until January 28, 2024.
In the makeup industry, Benefit is known as an "eyebrow makeup expert", and its offline stores not only sell products, but also provide eyebrow shaping services. In 2003, the brand opened its first "eyebrow bar" in San Francisco, and later became the world's No. 1 eyebrow brand, expanding into mascara. Unfortunately, with the departure of the two founders, the soul of the brand is no longer there, and in the face of increasingly fierce competition in the makeup market, Benefit is obviously powerless. According to Orange Persimmon Interactive, for the news of the collective closure of Benefit's online stores after the offline counters were withdrawn after 2021, some netizens analyzed that the reason for the average daily reduction of Benefit's living space in the Chinese market may be related to the inconsistency between brand pricing and tonality. Web Link (Gamma)
