Benefit has had a pore obsession since the launch of iconic POREfessional primer in 2010. In 2025, the company launched more pore makeup products, including a mattifying primer & powder duo and a foundation, further expanding and integrating its pore makeup and skincare solutions under the bestselling POREfessional franchise. I drove and developed strategic positioning & claims, naming, campaign creative, press and education materials, and more.
If you want to see more, visit My Portfolio: The Expansion Pack at www.benefitcosmetics.com. No, seriously, click on any page, and there is a 99% chance that from product names to PDP copy to infographics to landing pages, those words have come directly from me or my team.
Pores, But Make It Makeup
The POREfessional Matte Primer and Power Powder
Campaign creative inspired by personifying “The POREfessional”, for the busy professionals of today, who need a little help keeping their oil in check. Below are longform press and education materials from the launch campaign I ideated and wrote.
The POREfessional Foundation
Campaign creative inspired by finally finding “the one” foundation you’ll ever need again, thanks to its incredible all-in-one makeup-plus-skincare formula. Below are longform press and education materials from the launch campaign I ideated and wrote.
