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Benefit Mascaras 2015, Benefit New Collection 2015, Benefit Dubai, Benefit Eye Liners, Benefit Make Up



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BENEFIT MASCARAS AND LINERS

BENEFIT MASCARAS AND LINERS


A PIGMENT OF THEIR IMAGINATION…

The REAL story behind Benefit’s provocative new they’re real! campaign

Benefit Cosmetics’ latest campaign showcases the new color collection of they’re real! mascaras and they’re real! push-up liners. It marks their first creative partnership with world-famous photographer David LaChapelle, whose sexy, surreal and beyond colorful work makes him an inspired choice. In true Benefit style, it also features provocative and irreverent visuals. We decided to “investigate the scene” so we could find out what these mysterious symbols mean.

At first glance, you see a woman on a motel bed confessing to a detective, “They’re real, honest!” (she’s referring to her lashes, of course.) However, look carefully in the background, and you’ll observe a larger-than-life hand with lie-detector sensors on the fingers. This continues the theme of the original they’re real! mascara campaign, where the same character (played by the same model) took a lie-detector test to prove her lashes were real.

“You put it together intuitively, and you don’t really know what this story is about. It makes you ask questions,” says David LaChapelle.

We definitely had questions! Like, what’s the significance of the over-sized magnifying glass? Further interrogation revealed its meaning: no matter how hard the detective hunts, this leading lady has nothing to hide.

Then there’s that ferocious shark sitting front-and-center. “The shark symbolizes a sort of femme-fatale danger,” explains Hannah Malott, Creative Director for Benefit Cosmetics. “One look at our heroine, and you can tell she’s a man eater.”

“There’s danger, sex, breaking the rules,” says LaChapelle behind the scenes at the shoot. “This isn’t illustration or digital. It’s live. It’s real.”

The detective’s patent trench coat and pocket watch are, according to costume designer Johnny Wujek, “an ode to the 40s and gangster-mafia with a super-sexy LaChapelle twist.”

“The humor and the boldness of this campaign make it an instant iconic visual for us,” says Malott. “David weaves layers upon layers of stories into his sets. Every element, every detail aids in the weaving of a complex tale that engages the viewer endlessly.” Case closed!

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