top of page



Brand: Benefit


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


Category: Permanent Floor Display

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.

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.

Cyplex’s production of instore elements successfully supported Benefit’s biggest mascara launch of three years. It was truly magnetising!”

With a five week start to finish execution, Benefit cosmetics created sophisticated merchandising material for their highly utilized in-store cosmetics displays. The launch for their new mascara franchise across multiple retailers was created in record time using local design and manufacture services.

bottom of page