Challenge

Benefit Cosmetics was looking for a way to engage with their global audience to launch a new product - They're Real! Magnet Extreme Lengthening Mascara. The worldwide initiative came with a host of challenges including the need to support twenty one different languages as well as create a compelling twelve-hour multi-language livestream broadcast. To top it off, Benefit wanted an eye-catching design to match their ongoing marketing campaign.

Solution

Afterparty created an immersive world full of mesmerizing 3D rendered animations, interactive activities and a full-day livestream program. Guests were able to choose their language at the start of their journey to the center of the earth and then continue exploring the Benefit Lash Factory within their language - whether it was Arabic, Thai or Mandarin. The twenty-one different language versions included unique video on demand, custom Instagram filters, an interactive mascara game and more. The livestream program had special guests joining from the Middle East, Brazil and Hong Kong.