ryan luce
benefit_hero.png

Benefit Cosmetics

Benefit identified an opportunity to grow its authority in the pore care category by connecting more directly with pore-conscious consumers. Benefit needed a centralized, content-rich hub that could answer user questions, support key products, and position the brand as a go-to authority in the space.

 
 

Role: Creative Lead (UX + Content Strategy + Visual Direction)
Client: Benefit Cosmetics
Scope: UX architecture, content design, component strategy, client direction
Results: +160% new users, +100% revenue from pore-related products

My Role

As creative lead, I owned the UX, content structure, and visual direction for the Pore Care Hub—working within the constraints of Benefit’s existing component library while identifying opportunities to elevate the experience. I collaborated with our strategy team, PMs, developers, and client stakeholders to ensure the solution was creatively strong, technically feasible, and strategically aligned.

  • Defining the page structure and content flow from scratch

  • Auditing existing components to determine reuse opportunities vs. net-new design needs

  • Leading content design decisions to align with user intent and product positioning

  • Shaping visual execution and elevating the experience within the existing design system

  • Acting as client-facing creative throughout the project lifecycle

 
 
 

The Work

We designed the Pore Care Hub to serve as both an educational destination and a high-performing entry point for new users. The page structure was built to support organic search behavior—meeting users where they were in their journey and guiding them toward Benefit’s pore care solutions.

I created a flexible, scroll-based layout that blended editorial-style content with product discovery moments. The design prioritized clarity, accessibility, and mobile performance, all while staying true to the brand’s tone and visual identity.

By building the experience around real search intent and content strategy, the hub became a key gateway into Benefit’s ecosystem—and a strong contributor to growth across both traffic and revenue.

 
 
 
 

The Results

  • +160% increase in new users

  • +100% increase in revenue from pore hub content

  • 1100 new pore care–related keyword rankings

  • 103 new page-one rankings in the first 60 days

  • Adopted internally as a model for future category-specific experiences

This project was a strong example of how thoughtful UX and creative direction can drive measurable results—even within tight technical and brand constraints. By structuring the experience around real user needs and aligning closely with broader content and SEO strategy, we created a solution that delivered long-term value for both the business and its audience.