BENEFIT BROW GENIE
Benefit Cosmetics asked Code and Theory to create an educational tool that explains their unique brow styling methodology and the advantages of their products. To realize this vision we created a responsive web application that replicates the in-store experience with a Benefit cosmetologist. Women take a portrait using their phone or computer and a facial recognition algorithm maps new eyebrows based on the woman’s geometry and Benefit methodology.
Once the new brows are mapped, a quick three step diagnosis is given telling her which areas might be improved, and she is able to toggle between a before and after view. The ultimate goal of the diagnosis is to recommend personalized products, generate awareness via social media, and to route her to a geo-located store for an on-site consultation.
As creative director on this project, I was responsible for overseeing the development of the product across visual, user experience and tech teams, and for leading the creative pitch which won the agency the account. Areas I contributed to included the development of the overall look and feel, the user experience design, and stamping the brand’s personality through delightful animations that were handled as animated .GIFs to work across platforms.