Case Study: “Find My Shade” Brow Wayfinding System

Client: Benefit Cosmetics

Project: Sephora Gondola Refresh

Role: Lead Designer, Global Creative Services

Project Overview

As part of a global refresh of Benefit’s Sephora gondolas, I was tasked with updating the central graphic panels—showcasing the brand’s core brow category. At the heart of this update was a need to help shoppers easily navigate shade selection across the brand’s three bestselling SKUs: Gimme Brow+, Precisely, My Brow Pencil, and Goof Proof Brow Pencil.

At the same time, the Product Development team was expanding the brow shade range to address feedback from customers who struggled to find their perfect match. New shades like 2.5, 2.75, 3.5, 3.75, 4.5, and Grey were introduced to bridge the gaps between existing tones.

Challenge

With more shades came more complexity—especially at shelf. Shoppers needed a simple, intuitive way to find their perfect match, while Beauty Advisors needed a tool to guide customers with confidence and clarity.

My Approach

I started by designing an internal educational tool to help in-store teams explain the updated shade lineup. The tool mapped hair colors to corresponding brow shades with clear visual logic and supporting copy. It was so well received by global and regional teams that it quickly evolved into a core component of the brand’s updated retail graphics worldwide.

Results

• The “Find My Shade” system was adopted across all updated brow gondolas globally

• Improved customer confidence and clarity at the point of purchase

• Provided a scalable framework for future shade expansions

• Strengthened consistency across education, merchandising, and packaging touchpoints

Design Strategy

The system was built to:

• Clarify: Map hair colors to brow shades with simple, visual logic

• Simplify: Streamline the path to purchase and reduce guesswork

• Unify: Create consistency across all retail environments and global markets

• Evolve: Adapt easily to future launches and localized content

This project demonstrated how thoughtful design can solve real customer pain points while aligning cross-functional teams around a unified solution. What started as a tool for internal training became a global standard—making it easier for every shopper to feel seen, supported, and confident in their brow routine.