Benefit Cosmetics


Launching a product to the international beauty industry for revolutionary impact


Launch a global consumer product to an audience of 150 VIP beauty editors representing 40 countries and 11 languages.


Communicate brand tenets through visual storytelling to create emotional connections and showcase a revolutionary new product.

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Guests were given access to Benefit researchers, executives, and marketers to experience the brand DNA in the intimacy of Benefit’s headquarters. The brand came alive at a stylized private reception on Alcatraz Island, and the new product was introduced through the live enactment of a brand marketing campaign.