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Glastonbrow

Makeup and Skincare Industry

Benefit Cosmetics

2017

Glastonbury, UK

Opportunity

Benefit Cosmetics wanted to increase sales and knowledge of their brow collection. They saw the opportunity to utilize the popular UK festival scene and launch a brand activation focused on brows and getting their consumers looking their best for their future parties.

Solution

This activation is the UK’s first Beauty Drive-Thru. With a glittering pink building, a DJ, and free product giveaways- the solution was to get the product into the hands of their consumers when they need it in a way that was sharable and fun.

Activation Breakdown

  • Custom glittery pink building. 

  • Costumes and service people. 

  • Free products as giveaways. 

  • DJ to play music. 

  • Giveaway participants could enter by using their hashtag for a year’s supply of Benefit’s brow products.

Results

  • Over 1600 visitors.

  • Over 700 cars.

Takeaway

Putting the activation at the side of the road on the way to the festival locations was the smartest move. Guests did not have to leave their vehicles or even take time out of their trip, they just grabbed the free products and continued going. When guests arrived at their festivals, this would create such a point of conversation among all guests of whether or not they saw this activation when traveling. Getting products into the hands of consumers who otherwise would not have purchased is a smart way to increase future sales and audience.

1 Benefit Cosmetics GlastonBrow. (n.d.) The persuaders. http://www.thepersuaders.co.uk/benefit-cosmeticsglastonbrow

In Action

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