Case Study: BadGal Bang! Global A-Launch

Brand: Benefit Cosmetics

Category: Visual Merchandising | Retail Design | Global Rollout

Project Type: A-Launch | Campaign Display System | Scalable Retail Toolkit

Project Overview

BadGal Bang! marked one of Benefit Cosmetics’ most significant mascara launches—and it was also my first A-Launch project with the brand. Working closely with the VP of Global Creative Services, I helped define and drive the creative vision for a high-impact global rollout. While other teams handled influencer activations and digital campaigns, I took the lead on in-store visual merchandising and fixture design across global retail environments.

From Benefit boutiques and Sephora gondolas to global retail locations, I translated the campaign’s bold, space-inspired theme into a cohesive merchandising system that delivered impact at every shopper touchpoint. The result was an immersive, visually striking in-store experience that positioned BadGal Bang! as a category-defining launch.

Objective

Design and implement a flexible, campaign-driven merchandising system that:

• Communicates BadGal Bang!’s brand story of weightless, out-of-this-world volume

• Enhances product visibility and discovery across various retail formats

• Drives shopper engagement and trial in key global markets

My Role

• Lead Designer for all global in-store visual merchandising and campaign displays

• Created and executed visual concepts, display mechanicals, and modular systems

• Collaborated cross-functionally with Global Marketing, Packaging, Copy, Digital, and Production teams

• Developed rollout guidelines and toolkits for adaptation by international markets

Process

Creative Concepting

• Took creative direction from campaign visuals, using hexagonal forms found in the packaging to inspire structural elements and layout

• Developed flexible systems that preserved brand storytelling while adapting to multiple retail formats

Retail Execution

• Designed gondola toppers, lightboxes, and feature tables for Sephora with integrated testers and lighting effects

• Created boutique counter units and window graphics with bold campaign visuals to drive foot traffic and shopper engagement

• Built modular elements to maintain cohesion across mass and prestige retail settings

Design Strategy

Every merchandising element was designed to:

• Provide instant recognition through bold visual language, campaign iconography, and dynamic layouts

• Encourage trial and interaction with easy-to-navigate testers and concise benefit messaging

• Express brand identity with Benefit’s unmistakable tone, playful energy, and signature pink palette

Results

• Seamless global rollout across Sephora, travel retail, and Benefit boutiques

• Increased in-store engagement and product trials during the launch window

• Set a new merchandising benchmark that informed future Benefit A-Launches

This project represented a defining moment in my time at Benefit and my career—fusing strategy, creativity, and execution into one cohesive, high-impact campaign that delivered across continents, categories, and consumers.