ART DIRECTION & DESIGN: Brianna George
COMPANY: Benefit Cosmetics
CAMPAIGN: Stranded on Benefit Island
OVERVIEW: Playing off the editorial question, ‘what’s your desert island essential?’, this campaign drives awareness and demand to five of Benefit's best-selling core products by adding newness to a classic product through limited edition packaging, featuring the faces of top-tier beauty influencers to leverage their platform and organic reach.
Custom Illustration for Packaging Design, Full Color Print on Cloth Wrap
Stranded On Benefit Island Social Media Content
Marketing Product Send:
At Benefit Cosmetics, we send out product "hauls" to beauty influencers and it is always a fun challenge to create new and dynamic packaging to generate excitement with the unboxing and increase digital exposure to new products being gifted. For this "send" I worked closely with PR1MARY COLOR to provide a unique "unboxing" experience — the influencers received a treasure chest wrapped in a cloth treasure map, tied with an on-brand pink sailor's rope and filled with tons of new product to create hype around this campaign.
Custom Illustration for Beauty Map Insert
Custom Print Design for Box Exterior
In addition to this "unboxing", in order to drive additional social coverage and excitement for the launch, Benefit hand-delivered 5 life-size rafts showcasing our influencers Stranded on Benefit Island!
Sephora In-Store Support
Concept Development:
During this phase, the campaign name had not been finalized, but we knew it was to be Desert Island themed. I created these alternative logo variations for campaign names being workshopped at the time.
