Sponsored podcasts will likely be the way forward for Benefit, said Bennett. Benefit Cosmetics is poised to embrace the podcasting boom as a marketing tool. Explaining the appeal of the format, the company pointed to the way younger consumers are open to long-form content, such as podcasts, and noted that the format's evergreen nature means content is unlikely to date. The company, which has been in business since 2008, said it plans on launching its first podcast this fall with comedian Dave Attell, who will host an episode about his new book, "The Best Advice
Benefit Cosmetics is poised to embrace the podcasting boom as a marketing tool. Explaining the appeal of the format, the company pointed to the way younger consumers are open to long-form content, such as podcasts, and noted that the format's evergreen nature means content is unlikely to date. The company, which has been in business since 2008, said it plans on launching its first podcast this fall with comedian Dave Attell, who will host an episode about his new book, "The Best Advice