Gama Innovation Award: Benefit Puff Off!

Gama Innovation Award: Benefit Puff Off!

Gama Innovation Award – Packaging

MANCHESTER – 29th October 2015: This month, the Gama Innovation Award – Packaging goes to Benefit Puff Off! Instant Eye Gel, which is new in the UK from Benefit.

Benefit Puff Off! Instant Eye Gel  allows consumers to ‘iron away’ their wrinkles thanks to a unique dispensing tip in the shape of a steam iron base. According to the company, "the custom 'ironing tip' instantly helps smooth the look of undereye puffiness & fine lines". To use, consumers are instructed to "squeeze once and dot under each eye…then go back and glide on with [the] 'ironing' tip" for "instant" results.

Gama editorial director Tom Warden commented: "Many women may yearn to 'iron out' their wrinkles, but Benefit Puff Off! Instant Eye Gel, with its unusual applicator, takes the idea to its literal extreme".

"Benefit Puff Off! Instant Eye Gel  demonstrates how companies can add value in the skincare space through packaging devices that underscore the idea of efficacy. Psychologically, the visual reference and physical action of ‘ironing out’ wrinkles could increase consumers’ perception of the product’s effectiveness as an anti-aging product".

Image source: Benefit / Gama (montage)


About Gama Innovation Awards

Gama Innovation Awards recognise outstanding innovation in the FMCG space.

Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.


Notes to editors

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Cesar Pereira, founder & CEO of Gama, is available for comment. To arrange an interview please contact +44 161 818 8700 or

About Gama

Gama is a global provider of business information and services specializing in product innovation. Through our worldwide network of over 100 in-country experts, we offer high-quality news, research, analysis and partnering services, delivering compelling insights and supporting you to unlock new business opportunities.


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