Benefit Cosmetics

YOUR BEAUTY, YOUR RULES

Your Beauty, Your Rules is Benefit Cosmetics’ Singles’ Day 2021 Program. Singles’ Day falls on 11/11 and it is the biggest shopping day in the world that celebrates people who are not in relationships. The goal for the program was to leverage points of brand differentiation to reach and engage Gen Z consumers who share the value that makeup doesn’t have to be serious to be good. The program was sold exclusively on Tmall, China’s biggest B2C e-commerce platform.

I was responsible for presenting concepts to stakeholders and creating new unit carton packaging that would house existing best-selling products. Benefit partnered with artist Sioejeng Tsao to create illustrations that promote redefining beauty and celebrating differences. The packaging illustrations, colors, and fonts were designed to inspire the next generation of beauty rule breakers.

Adobe Illustrator · Adobe Photoshop

My role | Packaging design
Art Director | Heather Wyville

ILLUSTRATIONS

Artist Sioejeng Tsao provided the outlined illustrations. I added colors to the illustrations that tied into the existing primary components sold in the sets. I selected the typefaces and created the compositions for each unit carton package.

PACKAGING FILES