Lashtrology: Mascaras That Rule
What do BADgal Bang, Roller Lash and They’re Real have in common? They’re the three best-selling mascaras at Benefit Cosmetics. To showcase each mascara’s unique benefits in this campaign, I partnered with senior copywriter Martine Glickfield to come up with the concept of Lastrology—the ancient study of the movements and relative positions of lashes.
Situating BADgal Bang, Roller Lash, and They’re Real within the universe of astrology, this campaign created a fun and cheeky personality for each mascara while staying true to each product’s brand and color palette. Launching the same week as International Women’s Day in 2019, we intentionally chose to work with two female creatives, photographer Iris Ray and illustrator Lydia Ortiz to bring this campaign to life. In addition to campaign creative, we produced behind-the-scenes videos for global markets to use as organic social content.
creative concepting | art direction + visual design
Daily Lashscopes
During the week of launch, we pumped out daily “lashscopes” that spoke to the personality and product attributes of each mascara.
BTS for Instagram Stories
We produced a series of behind-the-scenes videos highlighting our female creative partners and talent.
Check out more projects.
