News
UK – Benefit Cosmetics launches beauty experience on a boat
Docked at Victoria Embankment on the Thames, the Good Ship Benefit will open to the public and run for five months, from April 9th through August 31st.
Benefit Cosmetics is setting sail this spring, teaming with London’s R.S. Hispaniola river boat on an interactive experience for consumers.
Docked at Victoria Embankment on the Thames, the Good Ship Benefit will be open to for five months, starting from April 9th. Visitors can enjoy three decks of pampering, cosmetics services, beauty treatments and food and cocktails. Rooms are devoted to a range of services including brow treatments and makeup and skin consultations.
The Porefessional Vault room focuses on treatments for the skin, and there is also a Brow Lounge. Inspired by Hawaii, the Hoola deck will feature Tiki huts and cabana-style beds, while hula girls — and boys — will serve cocktails. The main deck bar will house the ”Pinkerton Parlour” lounge for guests to enjoy a coffee or cocktail. The “Lashitude” restaurant pays homage to Benefit’s San Francisco roots with northern Californian cuisine.
This is another experiential initiative from the brand, which has staged events including “Curl’s Best Friend” for the launch of Roller Lash last year and the pop-up “Curl and Cocktail Bar” in 2014. “We want to incorporate all of our launches into experiential for the U.K., it’s a really big part of our strategy,” said Hannah Webley-Smith, Benefit Cosmetics marketing director for U.K. and Ireland.
(wwd.com)