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Project

Fan Fest Mascara

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Client

Benefit Cosmetics

Market/Location

Global

Creative Direction

Susan Kwon
Diana Hong-Elsey

Graphic Design/ Branding/ Print Production

Maria Elena Wong

Copy

Jenn Park

Component Design

Dashdot

*Art and Photos are property of Benefit Cosmetics*

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Background

With an opportunity to expand market presence, Benefit introduced a new innovative product to their mascara family: Fan Fest. The new mascara enhances your lashes and gives you an open-eyed look, fanning your lashes side to side and corner to corner.

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Strategy

The approach was to create a logo and a package that would speak to the volumizing, fanning and multiplying properties of the mascara, while staying rooted in Benefit's pink DNA. The approach was to create a logo and a package that would speak to the volumizing, fanning and multiplying properties of the mascara, while staying rooted in Benefit's pink DNA.