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Benefit Curl’s Best Friend

Inspiration

Benefit already had UK's No 1 mascara. The new Roller Lash launch had to be just as successful, whilst not cannabalising it's own market share.

Insight

Modern women love exploring different sides of themselves. The product benefit was a curl. ‎This represented one deeper aspect of femininity.

Idea

The touring Curl's Best Friend celebrated playfulness with a curl and cocktail bar, placing the product at the centre. At nightfall, the unexpected Noir Bar opened, showcasing a darker, bolder side for They're Real.

Imprint

Roller Lash made waves: it was the no.1 selling Mascara (selling 93,600 units) in the first month of launch with they’re real! claiming the number two spot.