BENEFIQUE REBRANDING

BENEFIQUE targets the mind-body network: the system connecting the skin, body, and mind. From the moment you try BENEFIQUE, you unlock a lifetime of beauty.

PRODUCT/PACKAGE DESIGN
COMMUNICATION DESIGN
BRANDING

In 1972, Shiseido celebrated its 100th anniversary with the birth of its luxury cosmetic brand BENEFIQUE. The brand’s name originates from the French word “bénéfique” (“beneficial”), which Shiseido interpreted to mean “innate beauty”—a representation of BENEFIQUE’s goal of maximizing every woman’s unique beauty.
Later, the brand began its research on the mind-body network, which became core to its technology, and in 1996, BENEFIQUE was reborn as a brand for cosmetics retail stores. Inspired by Eastern medicine’s emphasis on prevention and addressing root causes, BENEFIQUE’s approach to beauty focuses on women’s skin, bodies, and minds.
In 2023, half a century after BENEFIQUE’s birth, the brand underwent a refresh with its “red drop” technology, the culmination of its mind-body network research.

The BENEFIQUE Arabesque

The “mind-body network”:
the connection between the skin, body, and mind.
The rich culture of cosmetics, passed between hands.
The communities created by stores and their neighborhoods.
We created a modern representation of this brand philosophy, which has been passed down for generations.

An expression of nature’s bounty

The container is inspired by the look of the “red drops,” symbolizing nature’s bounty, the product’s function, and the feeling of immediate efficacy. The packaging incorporates both science and art elements; it uses the signature BENEFIQUE arabesque while expressing each product’s varying functions.