Benefit Cosmetics: Volume Floats Over Sydney

Fooh concept details:

Suspended gracefully above Sydney's iconic Harbour Bridge, this FOOH Ad showcases Benefit Cosmetics' bold new mascara launch through giant pink "242%" balloons lifting a product package skyward. The campaign creates immediate intrigue by promising dramatic lash results with a specific volume increase metric, while the striking visual metaphor of inflation perfectly mirrors the product's volumizing benefits. Using Sydney's most recognizable landmark as backdrop elevates the cosmetic launch from standard beauty promotion to memorable city spectacle. The clever combination of quantifiable benefit (242% more volume) with playful presentation resonates with the brand's fun yet results-driven identity, creating anticipation for their Monday release while turning customer curiosity into social media engagement.