Cosmetic brand Benefit has taken over the window and launch space at Sephora Dubai Mall to launch They’re Real! Magnetic Extreme Lengthening Mascara.

The iconic beauty brand approached StudioXAG to bring the product story to life and demonstrate the innovative magnetic technology in a way that is engaging, informative but also Covid-safe. It is also the first time that Benefit is using digital technology and AI to elevate a brick-and-mortar experience.


Customers first encounter a large-scale, 49.2-foot interactive window display housed within Sephora’s facade. A retro styled, powder pink lash factory tells a theatrical story of the product’s inception, showing the magnetic formula being extracted from the Earth’s core and being developed into mascara.

As customers approach the window, advanced AI tracking technology detects their movements. Suddenly, the customer is controlling the magnetic force emitted from the giant mascara wand. With the swish of an arm, magnetic forces flash across the window towards a giant set of eyelashes, which expand and lengthen in size with every streak of magnetic energy.

“How do we demonstrate the amazing lengthening technology of our new mascara? How can we do this with the heightened safety concerns with Covid around testing products? The interactive window is a wonderful solution that strikes the balance between innovation and fun that Benefit is known for.” – Toto Haba, SVP Marketing & Communications at Benefit Cosmetics.

In-store, a pop-up experience immerses the customer in the lash factory through gamification, inspired by classic arcade claw machines. To avoid any physical contact, the game is controlled by a contactless infrared sensor which detects hand movements. By simply waving their hands in mid-air, customers can operate an animated magnet to catch mascara bottles travelling across a conveyor belt. When they’ve collected enough bottles, they will receive a QR code to redeem a prize in store.

“We believe that this type of experience is the future of retail, one that blurs the boundaries between physical and digital worlds, inviting the customer to play a key role in the narrative. Connecting to people’s emotions, to surprise and delight whilst educating them on the product benefits in a fun playful way.” – Gemma Ruse, Co-Founder & Creative Director of StudioXAG

The experience will be live until March 18th at Sephora Dubai Mall.