Benefit to open 'tropical paradise' pop-up to the public

Cosmetics brand Benefit is opening its tropical pop-up to consumers today (19 November) in London's Soho.

The pop-up celebrates the launch of three new products (@oatesk)
The pop-up celebrates the launch of three new products (@oatesk)

The #Hooladay experience is designed to showcase Benefit’s new products: Dew The Hoola, Zero Tan-Lines and Hoola Brush, which won’t be available to purchase until April 2016. 

Guests to the pop-up will be asked to check-in at the ‘Bene-travel Centre’ before embarking on a ‘flight’ to a sunny destination. Here they can relax on beach blankets amid palm trees as ‘Hoola’ girls serve up tropical food and drink.

Visitors will be able to preview the new product, receive 10% off Benefit’s eyebrow services and get their bronzer case engraved.

The space, which was produced by agency The Persuaders, opened to the press yesterday (18 November). Kyra Oates, head of PR and events at Benefit, told Event that the experience was designed to give the brand’s fans the chance to "experience what the press get to see".

More: In pictures: Benefit's 'They're Real!' Colours tour

Power Brands case study: Benefit's Rollerlash campaign

In pictures: Benefit's Twitter-powered vending machines launch in London

The pop-up will be open from noon until 9pm.

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