Redefining Foundation Needs and Concept Appeal for Benefit Cosmetics

The challenge

Decoding the significance of good-for-your-skin attributes

In the lead-up to a major foundation launch, Benefit Cosmetics needed to get under the skin of their target audience's current habits and expectations. They wanted to understand what triggers a user to switch foundation brands and, crucially, the role that skincare-linked benefits play in the decision-making process.