Kyra White {Oates}

Head of PR & Events, Benefit Cosmetics

Published on on 15.04.2016

kyra oatesWhat are the Benefits of working at Benefit?

Mainly that it doesn’t feel like work.  Every day brings something different and we work together as a team to help each other.  The brand’s strapline is ‘Laughter is the best cosmetic’ and this is definitely the case working for Benefit!  Also what’s great is that no idea is a bad idea.  We’re a big brand run like a small business so no red tape and cynicism from above!

What are the most challenging aspects of your job?

Probably that we have to choose which campaigns and ideas to really go for when we have so many ideas…

What gets you out of bed in the morning ?

The most annoying alarm sound ever!!  The mistake is if I ever press snooze…not good!  As soon as I’m up and out though I’m excited about the rest of the day with the priority getting form one place to the next and not being late – I hate lateness.

How important is it to build a longstanding relationship with the agencies and suppliers you work with?

It’s only in the last 3 years that we have worked with agencies in a truly integrated way.  We work with a few key agencies now who are genuinely part of the Marketing Team which is very rare.  What makes them different is their approach.  They all came to us with amazing ideas and proof that they could deliver.  All too often agencies want you to talk them through the brand, what you’re looking for, budget etc which isn’t the way people work anymore.  I want to see something that makes me think, ‘Wow, we HAVE to do this’ and work out a way from there.

What has been your favourite Benefit activation?

I think what I am most proud to be part of is our Bold is Beautiful philanthropy project.  The campaign started in the UK in 2014 then known an Brow Arch March and has since been rolled out to several Benefit markets with the plan to have all markets participating in the coming years.  Last year the UK raise almost £300K for our chosen charities, Refuge and Look Good Feel Better. 

What can we expect from the team over the next 12 months?

You should expect  to see some amazing innovation in our new products.  We are really excited to be launching a Brow Collection in June that is nothing like anyone will have ever seen before.  Of course we’ll be surprising the UK with creative experiential activities, digital content and partnerships too.



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