Case Study: Cannes Travel Retail Pilot

Brand: Benefit Cosmetics

Category: Travel Retail | Visual Merchandising | Global Rollout

Project Type: Retail Prototype | Fixture Design | Graphics System

Project Overview

Benefit Cosmetics saw an opportunity to elevate its travel retail experience by unveiling a refreshed look and feel in one of the most prestigious settings—Cannes. This global event became the launchpad for piloting new visual merchandising standards, providing a real-world testing ground for fixture innovations and updated brand storytelling.

I was brought on as Lead Designer to concept and execute a fully reimagined in-store environment that aligned with our global creative refresh. The challenge: translate Benefit’s playful, high-energy personality into an elevated and scalable system for luxury travel retail settings.

Objective

Design and prototype a flexible, premium merchandising system that:

• Seamlessly integrates into high-end travel retail environments

• Reflects Benefit’s updated visual identity

• Encourages shopper discovery and interaction

• Establishes a global standard for future rollouts

My Role

• Lead Designer for Travel Retail fixture and graphics development

• Created concepts, dielines, and mechanicals for all retail touchpoints

• Collaborated with industrial designers, cross-functional stakeholders, and global teams

Process

Creative Development

• Crafted a visual strategy that balanced bold campaign elements with luxury retail aesthetics

• Focused on Benefit’s brow and mascara heroes while integrating upcoming launches

Design Execution

• Designed custom counter units, endcaps, and display signage with premium finishes

• Developed modular fixture systems with integrated testers, ambient lighting, and smart storage

• Created a fully adaptable graphics package for international customization and seasonal updates

Design Strategy

• Visual Storytelling: Delivered clear product messaging through layered graphics and campaign art

• Scalability: Developed a plug-and-play system adaptable to various store footprints

• Production-Ready: Released fully spec’d files to minimize vendor revisions and streamline execution

Results

• Successfully launched the pilot installation during a high-profile global showcase

• Created a cohesive, premium retail environment that resonated with travelers

• Established a new global standard for Benefit’s travel retail merchandising

• Provided global teams with scalable assets and repeatable systems for future rollouts

This case study exemplifies how thoughtful design and systems thinking can turn a single installation into a strategic global initiative. The Cannes pilot became a template for the next generation of Benefit’s travel retail presence—infusing bold branding with real-world functionality for travelers across the globe.