Benefits Cosmetics UK has announced the launch of a new app for its loyalty programme.

The new app developed by Antavo will house ‘Benefit Loves’, a free rewards initiative where Benefit members earn ‘hearts’ with rewards for different actions, including shopping at Benefit boutiques or making online purchases.

Users can also earn rewards for non-transactional actions like opening the app, referring a friend, or booking a beauty service.

Hearts can be exchanged for what the company describes as “bespoke rewards”, such as free products mini treatments, and beauty masterclasses, as well as access to VIP events, exclusive previews, and early access to sales.

“Benefit was built on the belief that beauty should be fun and make everybody feel good, creating a beauty community for all," said Sarah Harbon, general manager Benefit Cosmetics. "This is why we wanted a platform provider like Antavo that was flexible and enabled plenty of exclusive and engaging features for everyone."

The rewards programme has launched to Benefit’s online customers and in store at the six Benefit-owned UK stores.

Benefit said that there could be plans in the pipeline for extending the scheme in future.

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