Brand: Benefit

 

Services: Graphic design, concept creation, industrial design, manufacturing

 

Category: Permanent Floor Display

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The growth of ultra-hip cosmetics brand Benefit is well known. Once a small, brow-centric brand from the states and now part of LVMH’s army of global super-brands, Benefit is the go-to cool brand with their strapline “Laughter is the best cosmetic”. But even when a brand is out-selling its competitors, it still needs to be ultra-reactive and highly competitive.

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Getting parts quickly was becoming an issue for the brand so they engaged Cyplex to produce update kit components for their visual merchandising in Myer and Sephora. Design, sampling, printing and production were all required in a short leadtime, engaging every part of Cyplex’s Sydney design studio and factory. Samples were had to be trialed in-store to ensure a ‘right-first-time’ execution.