Blazing New Trails In Beauty Branding

Global customers have loved Benefit products for almost 50 years, but many were unaware of the brand behind the bestsellers. It wanted to reignite that original trailblazing spirit as a parent brand and stake its claim in an increasingly competitive beauty landscape, showing up consistently across the globe.  Inspired by Benefit's origins as 'The Face Place', the new graphic language is cheeky (literally), its graphic shapes an endlessly adaptable set of cheeks, eyes, brows and lips. We crafted a new logo, modernising its letterforms and retaining its brand equity, while the new brand voice owns its expertise with a quirky sense of humour. The refresh gives the parent brand a vibrant and authentic ‘Beneverse’, made for igniting joy at every touchpoint – from immersive and narrative-driven campaigns to expressive in-store and online experiences, to a personality-filled social presence and identifiable packaging designs. CONFIDENTIAL INFORMATION FOR JUDGES ONLY: The transformation has renewed Benefit’s trailblazing brand, and empowers it to deliver on its promise to create radically feel-good beauty with inventive solutions that pack a punch and serve a smile. Since launch, the brand has reached new milestones growing its audience on TikTok, with 252% growth up to 2.4 million followers worldwide. The brand has seen a 27% increase in traffic on all digital communications indicating a jump in brand awareness. Before the rebrand, all website traffic across markets was trending down; since the refresh on the platform this trend is reversing in all markets YOY (ex. US +8%, FR +46%, DE +6%). It’s been a hit internally too, where the design toolkit has been empowering and unifying to regional practitioners, reinvigorating a team that needed global brand cohesion, but also the flexibility to interpret for their individual markets.