Benefit Brow Translator
Benefit Cosmetics wanted to reinforce their position as the global authority on brows and brow makeup. I helped take their playful, cheeky brand into new territory: behavioral neuroscience. My team partnered with Dr. Javid Sadr, author of a scientific study showing that the eyebrows may be the most expressive part of the face, and developed the AR-powered Benefit Brow Translator, a Microsoft HoloLens programmed to enable brow-curious folks to see what their eyebrows reveal about their true feelings.
The Benefit Brow Translator used facial recognition technology and machine learning to "read" a selfie, detect the mood being conveyed by the brows (based on height, arch and distance from one another), and translate that mood into a language the brand calls "Benebabe". We took the Brow Translator on a tour of San Francisco, inviting people to read the brows of those around them and captured the results in a video we shared with media and on social.
Microsite
We paired our AR headset a microsite where anyone could upload a selfie to receive a shareable brow translation — as well as a Benefit brow product that can help their brows express themselves beautifully. Here, folks could also learn about the science behind “brow translation.”
Shareable Translation
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 were paired the a Benebabe translation. There were ultimately over 500 different translations, ensuring the translations people received were unique.
