BeneFit Cosmetics
Illustration
Commissioned by superbrand, BeneFit Cosmetics, this custom 70’s style illustration was created as part of the BeneFit Cosmetics “Road Trip” campaign.
Featured above, the “Trippy Van” was adorned with hidden treasure in the form of hero products (cunningly camouflaged in its retro design) to reinforce brand focus.
To celebrate the journey travelled by BeneFit Cosmetics, from its birthplace in San Francisco in the 1970’s to its more recent emergence onto the UK scene and, concurrently, to announce the launch of their first BeneFit Cosemtics boutiques in London. With beauty editors desks being piled high with the latest cult beauty trends and press releases, the biggest hurdle was ensuring the campaign made a big impression whilst delivering a cohesive brand message.
We devised an engaging, interactive and vibrant 3-phase press teaser campaign – the BeneFit Cosmetics “Road Trip”. Playing on the theme of 70’s America, a dash of Kevin Arnold’s “Wonder Years” and a healthy splash of psychedelia from the hippies (also originating from the Bay Area, BeneFit’s birthplace), the 3 components included: “Trippy Van” Colour-Me Postcard & Crayons, “Fender” Stickers and a limited edition BeneFit Cosmetics “Road Trip” Journal press book, which documented the brand’s entire life journey.
All three components were interactive, either by their very nature or collectively, each one delivering a cohesive, strong brand message; BeneFit Cosmetics is THE No.1 fun, funky and innovative cosmetics brand.
The official launch party was a great success with a full house packed with beauty, fashion and lifestyle editors alike. The quirky yet personable campaign not only ensured high levels of attendance at the event but also generated a high volume of press interest, the direct result of which was a multitude of editorial features. We later learnt that the UK team had received phone calls from competitors congratulating them on their success!
Following on from the success of the initial press launch, The Neon Hive was later commissioned to create “Magical Mystery Tour(ist) Maps” to enable the press to navigate their way around all of the UK boutiques (or even Head Office) and embark on their very own BeneFit Cosmetics “Road Trip”.
