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Benefit creates pop up event series to train staff on new product using Guidebook’s mobile app platform

Leading US cosmetics brand Benefit Cosmetics has taken an innovative approach to training its UK team of consultants in preparation for a new product launch this spring, details of which will be unveiled in May 2016. The company has chosen to create an interactive training programme of pop up events, built around a specially created mobile app using Guidebook as a platform.

Benefit will deliver the training via a mobile unit which will be traveling the UK and Ireland to reach its 2,000 consultants in locations as far afield as Glasgow, Exeter, Belfast and Galway. Consultants will also be able to message their teammates within the app and provide instant comments on the training, enabling Benefit to instantly tweak its training approach on the move thanks to real-time feedback.  

The roadshow events will be underpinned by the content on the app created using Guidebook. The app will provide consultants with an easily-accessible tool in the palms of their hands, putting resources such as product guides, videos and best practice examples all within the app while also enabling appointment bookings for training sessions.  

Jessica Sears, Senior Product Manager of Benefit Cosmetics UK and Ireland, says: “We like to look at things from a slightly different perspective and using a mobile app to support our training goals seemed like a natural progression to us. Combining this mobile app with the mobile training workshop gives us great flexibility and provides a fun element to the training which is important as we want to really build a buzz amongst our whole team for this new product.”  

Wayne Morris, Vice President, International at Guidebook, adds: “This is a great example of an innovative way to use our platform to deliver an elegant solution that can be quickly developed and deployed. Benefit has taken a really creative approach to training and will no doubt reap the rewards of real-time feedback from its consultants and a truly scalable model that can be repeated in multiple locations.”  

Benefit Cosmetics conceived the idea of a mobile training programme following the success of a recent product launch to consumers using Guidebook as a platform. In the summer of 2015, Benefit launched its Roller Lash mascara using Guidebook, creating a pop-up 1950s style beauty parlour and inviting customers to book appointments via the app created.

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