Ever Wondered about Benefit's Lou Bennett

This month we got to find out more about Benefit Cosmetic's UK and Ireland Marketing Director, Lou Bennett.

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What does your morning routine look like?  

Monday to Friday, the alarm rings at 5.30.  I head to the gym, work up the adrenalin for the day, come home, shower and get dressed.  Always a full face of make-up, and always fully dressed with heels, it makes me feel mentally prepared to take on whatever comes my way.  I have breakfast with my husband, a luxury I really enjoy and never had before, quick check in with my family, especially my 2 year old niece, in Ireland, and am at my laptop, second coffee in hand, by 8.45. Working from home, I find it really important to keep to this routine, for my sanity and mental wellbeing. 

What food outlet are you most looking forward to visiting when you’re back in the office?

Anywhere that serves a good strong coffee in a large cup! First stop off the train is the nearest Costa Coffee –the staff are always so lovely and welcoming, which is what brings me back here every time .  
What does an average working day have in store for you?

Anything and everything.  It takes a somersault of skills to navigate what surfaces.  We have lots of task related twists and turns to journey through with our business, but what takes precedence for me at the moment is the welfare and wellbeing of my team.  I manage a large department with many functions and many people of all backgrounds and skillsets, and making sure they have comfort and clarity , and feel connected, even when I don’t, is really key. 

What is the most random thing on your WFH desk?  

Three candles I have completely overused that I refuse to dispose of, for reasons unknown to myself!
What’s the best thing about your job?  

The variety, excitement and constant opportunity to test yourself! 
Who was your last email from?  

Look Fantastic, telling me my Kerastase order was on the way.  With nowhere to go, I’ll be spending the weekend washing my hair! 
What is the best piece of advice you have received?  

"It’ll be alright in the end, otherwise it’s the end!” 
And the best piece of advice since Covid hit that’s helped with your sanity? 

“Sometimes you need to go slower to go faster” when you’re so used to working at a ferocious pace, giving yourself permission to slow down so you have time to form your own thoughts, has been a real game-changer 
What did you want to be when you ‘grew up’?

Happy, healthy, and in a job where I had to wear make -up and heels all day long… mission accomplished! 
What’s your current favourite campaign and why?
I’ve always been a big fan of Billie, the personal care brand that actually promotes body confidence and choosing how you look for yourself in a very empowering way.  Their campaign earlier this year dealt with the very real pressure we all feel about looking our best on Zoom calls.   Even though they are a personal care brand, they position themselves always as hugely supportive and deeply empathetic of having your own choice, in a really humorous, upbeat way.

Find out more about the campaign here

Marketing predictions for the next year? 

Reimagining Teams and Roles entirely! The ways in which customers are now, and will in the future, going to want to engage with our brands is going to really change the skills we need to serve them.  While ecommerce and digital skills will continue to become increasingly important, and of absolute necessity within marketing teams, so too will the need for blended omnichannel skills to really join up the customer journey, and create consistency that makes sense to the customer. 
And a light hearted one to finish on – If you could have any super power?

A resilience re-boost well, with unlimited top-ups, as I’m really learning this is the one area we tend to run dry too often! 

We were thrilled to have Lou as a judge for this year's Oystercatchers Awards. You can view the shortlist here


Oystercatchers accelerate commercial growth & ROI for all our clients through world class marketing transformation, leading- edge agency models and selection of world-class agency partners.