Brow Game
- Brand
- Benefit Cosmetics
- Year
- 2024
- Objective
- Other
- Industry
- Fashion & Beauty
- Mechanic
- Mini-Games
- Platform
- Web
- Agency
- Flaq
Objective
Benefit Cosmetics turned to Flaq for a digital activation that would introduce nine new products from an international eyebrow collection, giving audiences a hands-on way to meet each launch item as the range rolled out.
Solution
The game opens on a browser or phone with the promise of nine quick magic tricks. Each round drops the player into a fresh mini-game with its own controls and only a few seconds on the clock, testing reflexes and timing rather than following a single format throughout. Clearing a trick reveals one new Benefit brow product and adds points to the player's tally. After all nine rounds are cleared, the player is entered into a draw for Benefit Cosmetics products.
- 1
The player opens the game in a browser on desktop or mobile, introduced with the promise of transforming their eyebrows "as if by magic."
- 2
The core loop is a sequence of 9 short, timed mini-games styled as magic tricks, each with its own mechanic and difficulty, requiring quick, precise input within a few seconds.
- 3
Completing a trick "reveals the magic" behind one of 9 new products from the collection, showing the player the item they just unlocked.
- 4
The player earns points for each trick completed successfully over the course of the run.
- 5
Finishing all 9 tricks qualifies the player to enter a sweepstakes for Benefit Cosmetics products.
