Speculative Client Work
The Problem*:
Only 50 percent of women in the US age 18 to 29 and 33 percent age 30 to 59 know or recognize Benefit Cosmetics.
Many women do not consider Benefit a provider of luxury cosmetics.
Online advertising is not emphasizing the quality of products.
Benefit is outperformed in sales by other luxury makeup providers like MAC and Bare Minerals.
The Goal:
Establish Benefit as a luxury brand, specifically the Roller Lash Mascara.
Create a campaign to showcase the luxury while increasing brand awareness and likelihood of consideration.
The Inspiration:
What kind of woman would be the ideal Benefit customer?
Women who embody
POWER
INTELLIGENCE
BEAUTY
EMPOWERMENT
SOPHISTICATION
+ Benefit personality
SUCCESSFUL
FABULOUS
SEXY
WITTY
The Tagline
Fit for a Queen.
Fit for you.
Why an Egyptian Queen?
Makeup prototypes can be traced back to 3100 BC. Egyptian tombs contained makeup containers and kits for the afterlife.
Benefit has showcased their most eccentric and fabulous customers in previous advertising tactics, such as their mockumentary, Glamouriety. This campaign continues to showcase an ideal Benefit customer. Who would make a better Benefit customer than the first powerful and inspirational makeup artists of the world?
*Data retrieved from Statista
3D Print Ad
Interactive Digital In-Stream Ad
Point of Purchase Display
TV Storyboard
