BACKGROUND

With the rise of multi-purpose products and liquid face color trending across social platforms, Benefit saw an opportunity to reinvigorate a cult classic. By introducing new shades to the iconic Benetint lineup, the brand aimed to meet growing demand while expanding its appeal across more skin tones and stylistic preferences.

STRATEGY

To modernize the packaging while staying rooted in Benetint’s iconic design system, we reimagined the color hierarchy across primary and secondary packaging, making it easier for consumers to identify the shade once secondary packaging is discarded. To further build out the launch, I developed concept work for supporting assets to create buzz around Benetint.