Benefit brow translator
2017
AR | Social
Benefit Cosmetics wanted to reinforce their position as the global authority on brows and brow makeup. After we came upon a study showing that the eyebrows may be the most expressive part of the face, we knew we needed to create a technology that would let people see what their brows are saying, from the sassy rejoinder to the sultry flirtation. We used machine learning to create our translator, and used it to create both an AR and social experience.
We partnered with an actual neuroscientist, Dr. Javid Sadr, help inform the machine learning that would generate our brow translations, and he became part of our pitch to media – and our story in the app.
Highlighting the differences between brows drove home the importance of using top-rated Benefit products to make sure your brows are at their expressive best.
Each brow translation was delivered in the trademark Benefit brand voice, Benebabe.
Those who uploaded their selfies had them analyzed by an algorithm we created. Their brows were matched to one of five different expression categories based on their positioning, and the app generated a shareable gif with a unique brow translation.
I wrote over 500 brow translations for this project, which led to some questioning of my life choices.
