Stanley Dai — Benefit Cosmetics: Playtint launch campaign

Benefit Cosmetics: Playtint

Say hello to the newest member of Benefit’s tint family…Playtint!

Brief

Announce Playtint’s arrival and leverage the launch campaign to reintroduce Benetint and also boost the entire tint collection.

My role

I collaborated with a senior copywriter on the concept. Then l led the visual design for the whole campaign and art-directed in-house photoshoot for the social content.

What is Playtint?

It’s a pink lemonade-tinted lip & cheek stain. This one-pager has key information about the product and its unique selling points. I designed this product info card for media outlets so they could write stories for the launch.

When life gives you lemons...

Play up your lips with the new Playtint pink lemonade-tinted lip & cheek stain! To show the playfulness of the brand, we filmed a cheeky how-to-apply social video.

View the video live on Benefit’s Facebook here.

Guess what?

Benetint was originally designed to be applied to your tipples! These are some interactive Instagram stories letting customers know the history of the tint collection.

Color your world… mwah! 😘

We want to show how each tint looks like on REAL people so we filmed an animated gif of all 5 shades on a Benefit employee. These assets are social in-feed posts.

Tints that play all-day

Play up your lips with different colors of tints however you like. These are attention-grabbing Instagram stories letting customers know about the arrival of the new tint and other colors within the franchise.

Fun fact: these are my lips!