JUICE STICK & PLAY DAZE LAUNCH

For the launch of Benefit’s Juice Stick and Play Daze, the creative direction centered on celebrating the distinct personalities of each product while reinforcing their shared product strengths. Through vibrant product still lifes and expressive model editorials, the campaign explored texture, color, and finish using visual metaphors inspired by fresh fruit, pressed juices, soft haze, and diffused light. These elements created two unique visual worlds: Juice Stick embodied a fresh, juicy radiance, while Play Daze evoked a soft-focus, diffused finish with a dreamlike, velvety quality. Although each product delivers a different finish, the campaign communicated that both provide the same performance benefits, empowering consumers to choose the look that best reflects their individual style.