Model Photography

In the beauty industry, it’s not uncommon for brands to tell you what you should look like if you just had the right products. Benefit Cosmetics has always taken a different approach. Founders Jean and Jane believed that Laughter is the Best Cosmetic—you look your best when you are laughing and having fun.

For three years, I art directed Benefit’s Global Photography program, building a team of photographers, set designers, stylists, and models to create a unique, ownable look and feel for the brand. Together, the team produced a collection of images that not only highlighted the strong payoff of Benefit products but exuded the brand’s personality through laughter, smiles, and joy. Images were widely used across global retailer sites, own channels, digital campaigns and visual merchandising.

art direction