Benefit Cosmetics


Strategic brand positioning with supercharged experiences


Position Benefit Cosmetics as the brow authority to promote brand awareness and generate sales for their iconic products.


Create an experiential brand moment on National Brow Day to engage with local Benebabes and leverage captured content for global social media impact.



DPEM created a B2C experiential event where Benefit Cosmetics broke the Guinness World Record for the “Most People Filling in their Brows Simultaneously”. We designed a Benefit-branded environment – playful, festive, and pink – and took over San Francisco’s iconic Union Square. Guests adorned pink ponchos for visual impact and were grouped to form two giant eyebrows to maximize content opportunities. Participants received gift bags with Benefit brow products and swag. This experience generated over 11 million impressions on social media and was featured on Adweek, ABC7 News, and other national and international media channels.