"Benefit ¡s known for our sense of humor and fun, and the new site really gets that across. What I really love about the design ¡s the way our products are larger than life — they break out of the grid in surprising ways. Even our product detail pages for top-selling products feature fun background patterns that mimic components of our packaging. Together, Fluid and Benefit have done a great job surfacing and highlighting our most popular products, removing the number of clicks to find a product, and making the checkout process much easier and mere efficient. We believe this will result In higher conversion."