Benefit is one of the largest cosmetic brands in the world, leading the way in innovation of beauty and cosmetic products.

They launched a world first mascara called Extreme Length Mascara with Magnetic Force with Australia Actress Miranda Tapsell as the face of the campaign. The mascara has magnetic properties that extend the length of lashes by 40%.

The brief was to create a playful typography brand identity to be used across a multitude of elements that personifies the product’s benefits and matches with playful energy Benefit is known for.