Client demand for branded entertainment campaigns is growing fast in the US. Spending on branded entertainment grew by 8% to $28 billion in 2010. Last year, the sector posted double-digit annual growth. Marketing and Advertising agencies are working more closely with production companies to develop, execute and manage projects for clients across multiple media platforms, including video/film, story line integration, digital and in venues such as event sponsorships and experiential marketing. Working with content providers prior to the production phase is allowing for more input from the brand in the creative execution.

Audience members were invited by special invitation from Benefit Cosmetics and PR representatives to attend exclusive events and film premiers in San Francisco, New York, Seoul, Shanghai, London and Paris. One of the big draws was that each event was hosted by Jean and Jane Ford, the co-founders of Benefit and stars of the film.

Glamouriety had its North American premiere in San Francisco to over 250 employees in March of 2012. In April, it was screened at Tribeca Film Festival in New York. The film then became the centerpiece of a global roadshow targeting employees, retail executives, the press and celebrities. Premieres were held at the historic Le Grand Rex theatre in Paris, BAFTA Theatre in London and CVG Cinema in Seoul. Country managers and employees have been inspired and incredibly motivated:“I have never experienced such a unique and wonderful company event”"A fabulous way to celebrate our brand. It made me proud to be part of Benefit!"“The movie was amazing in so many ways, and in true Benefit fashion it told the story of our brand in an exciting, crazy, fun and funny way that can’t be described…"There are now plans to use imagery and content from the film in upcoming Benefit products.Segments of the film will be featured inside select boutiques around the world. Ultimately, what began as a simple internal education piece is now a unique piece of content that will inspire employees, and fans of Benefit worldwide, for years to come.