Blazing New Trails In Beauty Branding

The Story

Wolff Olins revitalized Benefit Cosmetics by creating a new graphic language and brand identity that reflects its cheeky origins as 'The Face Place'. The rebranding features a modernized logo and a quirky brand voice, designed to resonate with global consumers while enhancing brand recognition. This transformation has resulted in a vibrant 'Beneverse' that engages customers through immersive campaigns, expressive digital experiences, and distinctive packaging. The outcome has been significant, with a 252% increase in TikTok followers, a 27% rise in digital traffic, and reversing previous downward trends in website visits across markets. Internally, the design toolkit has fostered global cohesion while allowing for regional adaptability, uniting the brand's messaging across diverse markets.